IPL TEAMS BRAND VALUE

The fourth edition of Indian Premier League has kicked off, with defending champions taking on Kolkata Knight Riders. CNBC-TV18's Tanvi Shukla and Animesh Das report on which teams are hot properties this year.
It’s not just the public that is excited about another 50 days of cricketing action. Sponsors, advertisers and all 10 teams are set for the fourth edition of the Indian Premier League. Take a look at individual brand valuations beginning with those who have found the success mantra.

Dhoni's boys in yellow may be champions on the field, but off it, Sachin's magic is going strong.
The Mumbai Indians, with a brand value of USD 57.13 million, has pushed the USD 55.3 million Chennai Super Kings brand to second place and Rajasthan Royals has slipped four places to the bottom of the table, with a brand value of USD 33.78 million. These valuations depend on team performance both on and off the field, and reflect the view of the sponsors.

So where has Mumbai Indians scored? Owner Reliance Industries' deep pockets, the presence of Sachin Tendulkar, and a consistent performance has attracted 12 sponsors. Hero Honda, which was associated with the Delhi Daredevils till last year, is the new principle sponsor and tournament debutant Bridgestone is betting on IPL-4 to better its brand image.

Vaibhav Saraf, GM - sales and marketing, Bridgestone India, said, "We're very clear of what we want. We're not running after the numbers in terms of increasing awareness. But we would rather use the image of Mumbai Indians, and players like Sachin Tendulkar and Harbhajan Singh to increase our strategy and awareness through them."

Some brands have chosen to associate with multiple teams. Chewing-gum company Orbit is associated with all 10 teams and Coca Cola has added Mumbai Indians, Deccan Chargers and Kings XI Punjab to its existing roster of Delhi Daredevils and Kolkata Knight Riders. It has also increasing its IPL spend by 30% over last year.

Wasim Basir, director of integrated marketing communication of Coca Cola India, said, "For us, this year is really laying the ground for IPL associations. It just makes absolute sense for us, even from a media window point of view, from an impact point of view, and from the general interest people have from this format."
All in all, 20 new sponsors have joined the IPL bandwagon this year, taking the total count to 80. And for now, each of them is hoping their team will lift the cup.