The recent Rs 7,090 crore bid for a new Indian Premier League (IPL) team has been called "insane" by some experts, but the IPL remains an attractive prospect for global brands as it offers a safer investment than the World Cup. In the IPL, an Indian team wins every night, whereas in the World Cup, things can go wrong and interest can nosedive if popular teams like India are eliminated early on. Furthermore, the IPL's high standards of performance, irrespective of reputation, and its commercially driven, ruthless competition make it an attractive investment for brands.
