The swagger of IPL commissioner Lalit Modi said the venues where he is a regular is in keeping with the staggering wealth of the annual T20 cricket tournament he created.
By wrapping his tournament in a multi-billion dollar money-spinning cocoon, Mr Modi has been able cleaves off all the controversies, twists and turns thrown at IPL every season since its inception in 2008.
A new study carried out by a UK-based brand valuation consultancy, exclusively for ET, said the IPL's cash cow prowess, so much so that it threatens to eclipse the Premier League Français, the copybook used by Mr Modi to launch the event.
As an enterprise, IPL's overall brand value has more than doubled to $ 4.1 billion, or Rs 18.998 crore in 2010 from a year ago, says Brand Finance. The only such comprehensive analysis of the IPL puts the combined brand value of all franchises at $ 333 million, or Rs 1.542 crore.
