Knight Riders most valued IPL team at $42.1 m

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New Delhi: Shah Rukh Khan’s Kolkata Knight Riders may be struggling at the bottom in the second season of Indian Premier League, but in terms of brand value it is the richest team of the T20 cricket tournament, whose collective valuation has been now pegged at $2 billion.

At the same time, Rajasthan Royals, partly owned by another Bollywood star Shilpa Shetty, has emerged as the best team in terms of return on investment, although it is ranked third in terms of brand value. The valuation exercise of the entire IPL franchise, along with the individual teams, has been conducted by UK-based international brand valuation consultancy Brand Finance Plc.

“The entire enterprise is valued at $2.01 billion,” Brand Finance said, adding, its methodology took into account various revenue lines such as broadcasting, IPL sponsorship, team sponsorship, merchandising and gate receipts as well as the effect of performance, the catchment population of the city, the capacity of the stadium and the presence of iconic players.

Among the eight teams, KKR has been ranked as the most valued with a brand value of $42.1 million, followed by Mumbai Indians ($41.6 million), Rajasthan Royals ($39.5 million), Chennai Super Kings ($39.4 million), Delhi Daredevils ($39.2 million), Royal Challengers Bangalore ($37.4 million), Kings X1 Punjab ($36.3 million) and Hyderabad Deccan Chargers ($34.8 million).

According to ICICI Securities, the 24 matches in IPL season-II have gained average TRPs of 4.3 versus 4.7 for the initial 24 matches in IPL 20008 in All-India market so far. While commercials have occupied 15-20% of the total live-match telecast durations on an average, telecom brands have dominated commercials, with Vodafone and Airtel consistently featuring as the top 2 brands in commercials. Other top advertisers include Max New York Life Insurance, Lifebouy, Ponds, Aircel and Havells Fans.

In the ongoing tournament, KKR is, however, ranked at the bottom with just one win out of the nine matches played so far, while Chennai Superkings is leading the tally. In terms of franchise fees, Mumbai Indians is the most expensive team ($111.9 million), followed by Vijay Mallya-owned Royal Challengers ($111.6 million), Deccan Chargers ($107 million), Chennai Super Kings ($91 million), Delhi Daredevils ($84 million), Kings X1 ($76 million), KKR ($75.1 million) and Rajasthan Royals ($67 million).