Women's Premier League: Is This Just the Start?

Pinaki Pattnaik, Satyendra C Pandey, Bikramjit Rishi

Product #:W36862

Supplier:Ivey

Discipline:General Management, Marketing

Setting:India, 2023

Details:Case (PDF) • 14 pages • 2024-07-11

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The Women's Premier League (WPL) final was contested on March 25, 2023, the atmosphere at the crowded Brabourne Stadium mirrored the phrase for which the competition became famous: "Ye Toh Bas Shuruat Hai" (This is just the start). Fans filled stadiums throughout the event to support the best female cricket players in the world. But the event's organizers did not give themselves the best opportunity to enable the franchises to connect with local fan bases. What more measures could the Board of Control for Cricket in India (BCCI) undertake to increase attendance at WPL games? How could they market and position the WPL more effectively among viewers? How should they analyze the values created by the WPL for the viewers?

Learning Objectives

By working through the case and assignment questions, students will have the opportunity to do the following:

Explore the strategies for enhancing the overall fan experience for fans attending sports games.
Examine and learn how modifications in marketing, promotion and operations can influence the popularity and success of a sports event.
Analyze the co-creation of value in a sports business model.
Understand and design positioning for a sport.

Women's Premier League: Is This Just the Start?

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Learning Objectives