The 2023-2024 period has witnessed remarkable growth across the IPL ecosystem, with all ten franchises experiencing positive brand value appreciation—though at dramatically different rates that reveal fascinating insights into the evolving commercial dynamics of the league. Sunrisers Hyderabad (SRH) has emerged as the standout performer with an extraordinary 76% increase in brand value, representing the most dramatic single-year appreciation among all franchises. This surge likely stems from multiple factors: their improved on-field performance under head coach Brian Lara, strategic recruitment of marquee international players, enhanced digital marketing initiatives, and successful efforts to expand their fan base beyond their traditional Telangana stronghold. SRH’s transformation from a consistently strong but commercially understated franchise to one of the fastest-growing brands in global cricket exemplifies how quickly fortunes can change in the dynamic IPL landscape.
Royal Challengers Bangalore (RCB) follows with an impressive 67% brand value growth, continuing their remarkable commercial ascendancy despite their persistent championship drought. RCB’s ability to achieve the second-highest growth rate without winning a title underscores the effectiveness of their brand-building strategy focused on cultivating intense fan loyalty, leveraging star power beyond cricket circles, innovative digital content creation, and positioning themselves as cricket’s most entertaining team rather than necessarily its most successful one. Their significant valuation surge suggests that narrative, emotional connection and entertainment value sometimes outweigh trophy cabinets in driving commercial growth.
Chennai Super Kings (CSK) registered a substantial 52% increase, reinforcing their position as the IPL’s most valuable franchise. This growth is particularly noteworthy for a mature brand that might typically experience slower appreciation rates. CSK’s continued value acceleration likely reflects both emotional and practical factors: the “Dhoni effect” as their iconic captain approached retirement, strategic expansion into international markets, diversification of revenue streams beyond traditional cricket-related income, and their consistent portrayal as cricket’s most resilient franchise. Their ability to maintain premium growth rates despite being one of the league’s oldest teams highlights exceptional brand management.
Punjab Kings (PBKS) showed surprising commercial resilience with 49% growth despite middling on-field results, suggesting successful behind-the-scenes commercial initiatives, improved sponsorship negotiations, and potentially a strategic brand repositioning to emphasize their unique regional identity in India’s northern cricket heartland. Kolkata Knight Riders (KKR) and Mumbai Indians (MI) achieved more modest but still substantial growth rates of 38% and 36%, respectively, reflecting the steady commercial progression of established cricket powerhouses.
At the lower end of the growth spectrum, Gujarat Titans (GT) recorded just 5% valuation growth—a striking underperformance considering their strong on-field results since joining the league. This minimal appreciation rate suggests challenges in translating sporting success into commercial momentum, potentially due to their status as one of the newest franchises still establishing brand recognition, limited international fan base, or geographical constraints of their home market. The stark disparity between GT’s 5% growth and SRH’s 76% increase—despite similar historical status in the league—highlights how dramatically different franchise management strategies can produce vastly different commercial outcomes even within the same sporting ecosystem.
The overall positive growth across all franchises, averaging approximately 41% appreciation league-wide, demonstrates the IPL’s continuing commercial ascendancy as a global sports property. The varying growth rates reveal a league in commercial flux, where established hierarchies are being challenged, newer franchises are seeking to accelerate their brand development, and creative marketing strategies can sometimes overcome limitations in on-field performance or historical pedigree. This dynamic environment suggests the IPL brand landscape remains highly competitive, with substantial opportunity for value creation through innovative commercial strategies regardless of a franchise’s current market position or competitive results.
