BCCI, IPL franchisees, players bat for health protection

Mumbai Even as experts have hailed the decision by the Board of Control for Cricket in India (BCCI) to suspend Indian Premier League (IPL) 2021 amid rising number of Covid-19 cases, they also believe that the sponsors must have lost 50 per cent of brand value.

The BCCI has postponed the event for an indefinite period of time. It happened after several players and support staff tested positive for Covid-19. The IPL brand, which was infallible so far will suffer significantly due to this backtracking. This scenario, while it could not have been predicted, is usually something that such large organisations should have kept in mind.

"There would be overall loss to all stakeholders, however there was already a significant amount invested by advertisers in planning and creating the ad. Most others would have an insurance backing them up for such 'Acts of God' situations," N Chandramouli, CEO, TRA Research, a consumer insights and brand analytics company, told Bizz Buzz. Till now, IPL and BCCI had the upper hand with advertisers. Now, with this occurring, advertisers will want assurances in the future, he added.

In an advisory, the BCCI stated: "The Indian Premier League Governing Council (IPL GC) and Board of Control for Cricket in India (BCCI) in an emergency meeting has unanimously decided to postpone IPL 2021 season, with immediate effect. The BCCI does not want to compromise on the safety of the players, support staff and the other participants involved in organising the IPL. This decision was taken keeping the safety, health and wellbeing of all the stakeholders in mind."

"These are difficult times, especially in India and while we have tried to bring in some positivity and cheer, however, it is imperative that the tournament is now suspended and everyone goes back to their families and loved ones in these trying times," says the statement.

"This is not the right time to hold such events. Commercially, it may have some impact on the organisers and other stakeholders, still, keeping in view the huge loss being incurred by the country at a large sale due to Covid-19, it was the only way out," says Ad guru Harish Bijoor.

The decision comes close on the heels of Monday's IPL 2021 match between the Kolkata Knight Riders and the Royal Challengers Bangalore in Ahmedabad being rescheduled after the Knight Riders' spinner Varun Chakravarthy and seam bowler Sandeep Warrier tested positive for Covid-19.

On Monday, two members of the Chennai Super Kings' IPL contingent too - bowling coach L Balaji, and a bus cleaner - had tested positive for Covid-19. CEO Kasi Viswanathan's second report came negative in the evening. However, Balaji and the team driver continued to be positive.

Many Australian players left the IPL early as the coronavirus crisis worsened, with Adam Zampa and Kane Richardson choosing to follow AJ Tye home. Rajasthan Royals batsman Liam Livingstone opted to return to England citing 'bubble fatigue' after spending much of the last 10 months moving in and out of biosecure environments. Meanwhile, India and Delhi Capitals spin spearhead R. Ashwin cut short his IPL season on April 25 to be with family. "The sponsors of the event might have achieved brand value to the tune of About 50 per cent only," Dr Sandeep Goyal, chairman, Mogae Media, which is into Media consultancy, said. "I think the IPL for this year is unlikely to revive. So, brands have to assume that their IPL campaigns are as good as over," he said.

"BCCI will not lose anything much. Both Star and Vivo, I doubt have truncation clauses. They will most likely have to pay in full," he went on.

According to Goyal, "Sponsors on broadcast don't lose anything. For spots not run, nothing need be paid."

Learning for future IPLs: health is wealth! BCCI and its franchisees and players put wealth before health. They have been proven wrong, Goyal opined.