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Come April, the world of cricket will not be the same again when India and millions around the world will wake up to a new event, the Indian Premier League. Meet the man behind the brouhaha and Indian cricket’s poster boy Lalit Modi. In this freewheeling interview to FE’s Pritha Mitra Dasgupta, chairman and commissioner, DLF Indian Premier League shares his dream for Indian sports in general and cricket in particular..

How do you feel when critics say that the BCCI was inactive so far and only when the Indian Cricket League was launched that it fought back with the IPL agenda?

The planning for the DLF Indian Premier League started way back in 1994, when I partnered with ESPN to launch the ESPN channel in India. It was then we started ideating on how India could have a world-class cricketing league to call its own. Kind of like the NBA or the NFL or even the English Premier League. The second idea that I was toying with was how sports and business could be merged for the greater good of the game.

Thus, we at the BCCI studied and worked closely with some of the finest professionals available in the business including IMG to cull out a cricketing league format for us. Even you would appreciate that it takes time to study and evolve a league structure that is appreciated and provides contentment to all stakeholders.

Today we are satisfied that we have created a global cricketing entertainment product, which will generate its strength from the millions of fans as well as sponsors in the future. Had the BCCI been inactive all this while, would we have players like Dhoni, Joginder and Praveen coming up from within the ranks to represent India so spectacularly.

So what took you so long to launch the IPL?

Every product that provides satisfaction and fulfillment to a wide array of stakeholders must be planned and studied thoroughly, keeping in mind their needs and aspirations. The DLF Indian Premier League has been designed after studying each and every probable league in the world. It is only after this preliminary investigation that we have attempted to put together what best suits cricket in the global context.

Thus, you could say that the

DLF Indian Premier League is a ‘hybrid’ version of multiple global leagues. Getting IMG in on this project was also critical given their expertise. Today, it is gives me great pride and satisfaction to see manner in which the Indian Premier League has evolved.

Please throw some light on the logistics of hosting the IPL. I mean from hotel bookings to flight tickets to ferrying cricketers from one country to another and then carrying them from one city to another, it all seems like a huge challenge.

I have always believed in the age-old adage of ‘where there is a will, there will always be a way’. And the task that you have outlined is not as complicated or cumbersome as you make it out to be. Corporate India also stands convinced about the product and the revenue model and has shown the appetite and passion for cricket.

Given that we now have synergies and huge support behind our efforts, a simple task like team logistics and boarding becomes virtually inconsequential. We have professionals who are managing the same and I am certain everything will be organised really well given that all our teams are meticulous at crossing their “Ts” and dotting their “Is”.

Cricketing nations outside the sub-continent fear that the IPL economy would jeopardise traditional cricket economy in terms of marketing and sponsorships. Please comment.

These fears are unfounded. Why is that we are hearing these voices of discontent only when India wanted to improve its domestic cricketing infrastructure with a league like the DLF IPL?

I am very optimistic that DLF IPL will turn into a global phenomenon and help take cricket to the next level. I have no doubt in my mind that if we build on the IPL platform over the next few years, we will have a format that could well revolutionise the way cricket is played, watched and followed globally. Kind of like what Kerry Packer and Channel 9 did to cricket earlier.

Imagine a domestic event in India covered globally, and our youngsters playing with the worlds’ best, showcasing their skills and also learning, with the best coaches and support staff to help them improve their game. Additionally, the adrenalin packed Twenty 20 format, which is fast-paced and exciting should also appeal to a global audience. And who knows a couple of years down the line the DLF IPL could well have its first Chinese or American player import—playing for one of the eight franchises. Kind of along the lines of the global appeal, fan base and player base that leagues like the NBA and Major League Baseball enjoy today.

But how do you plan to create 'fans' under a system where there are no national/local boundaries? Are cricket fans in India ready for club affiliations and city loyalties? The Premier Hockey League is struggling...

I would be truly happy if the DLF IPL is able to build a polarised fan following over the next few years as that will revolutionise cricket—the way it is played or watched or followed in India. But propogating the ‘My City My Team’ syndrome is without a doubt the end objective. I think a mix of factors such as the on-field and off-field successes of the team in developing a fan base and working within the community would further help.

I am highly confident of the success of IPL. ‘Fans’ will be created once the tournament starts. The English Premier League and other European leagues are models for us. People would like their own city teams to do well. They will go and watch the matches and support their own city teams. I don’t think hockey can be given as an example to compare with what is likely to happen to cricket.

Have the franchisees given you a blueprint or some indications as to how they propose to build the various team brands? Do the franchisees stand a chance of making immediate profits?

Our franchisee mix is a delectable combination of some of the most business savvy corporate houses and Bollywood stars, each having created billion dollar franchises for themselves in their own right. In that sense, I am certain that each of our franchisers has understood the rules of the game and will leave no stone unturned to ensure success.

We have of course given each franchise a set of guidelines in which to operate. It is up to each of them to build its own brand and they don’t have to submit to us any blueprint.

With all the money pouring into IPL, do you think funds available for other sports will soon dry up?

It is very important to package any product. The DLF IPL is the perfect blend of sports and entertainment and it is scheduled to provide families an entertaining option at prime time. India is a diverse country, with a strong fan following across a variety of sports. I am certain that if packaged well and given corporate India’s strong commitment towards promoting sports there will never ever be a dearth of funding for any sport in India.

How do you plan to spend the money that you have raised/hope to raise for the IPL?

The BCCI is a non-profit organisation and any and all monies that we raise are redeployed into improving the level of cricket in India. Due to the efforts of the BCCI’s talent grooming programme, our cricketers today, are privy to the best coaches, facilities and training methodologies to help them develop and hone their skills and the results are there for all to see.

Today more than ever we have cricketers from rural and tier II cities playing for the men in blue than ever before and the revenues of the DLF IPL would go a long way in vastly improving the on-ground cricketing infrastructure and stadia within the country in preparation for the 2011 World Cup.

What lessons does the IPL have for marketers of other sports?