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| Modi’s Toughest ‘Life Decision’ and Its Challenges |
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| Pitched By Sharad with C360 Reporter | |||||||
| Friday, 17 April 2009 | |||||||
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Modi spoke about his toughest life decision; the one to move IPL out of India and how there were only two choices: to postpone the IPL for a year or to host it abroad. When the decision was taken to hold the IPL abroad, there were a scant 25 days to get everything organised to stage the tournament in South Africa. The IPL team has been tremendously busy getting the marketing plan in place and sorting out the logistics.
The Cricket360 team has been covering the IPL live in South Africa and attended a presentation where IPL chairman Lalit Modi outlined the challenges of shifting the IPL out of India and how it was his toughest life decision. When there were only 27 days ago it was finally apparent the 2009 DLF IPL could not be held in India and the organisers had two clear choices – to postpone for a year, or to host it overseas. Modi gives credit to IMG who “bravely said that it was feasible to go abroad” after which the IPL Governing Council and 8 Franchisees gave their approval to the shift abroad. When Modi and this team flew to Johannesburg on Monday 22nd March, two days later, there were a mere 25 days ago; less than a month to set up a huge international cricket tournament that domestic on name only. Modi confessed that they had only 48 hours to get the schedule right for and were incredibly busy with:
Modi and his team had less than a month to do the mammoth task of building and implementing a coherent Marketing Plan to fill Stadiums for 59 matches in under 30 days. Modi spoke about how ‘The Heat is On’ creative concept, was one with the largest media spend in SA sports history (more than R120 million value). One of the challenges of the IPL moving out of India was the one to retain the essentially Indian flavour of the tournament while presenting a great competition with world class star-studded cricket which translated into fun and entertainment for all, or the ’Everyone come to the Party’ concept. Another challenge was the pricing and ticketing with help from Cricket South Africa in a way that gives value for money with an emphasis on filling grounds. The relocation means that an enormous team has relocated from India to South Africa and Modi offered the following numbers involved in this massive logistical exercise:
3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."Newer news items:
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