R Mohan

How far the IPL has penetrated the consciousness of the cricket world was apparent from the comments of three men associated closely with cricketing events in the country. First, the managing director of the company owning the Chennai Super Kings revealed how at investors'
meetings abroad these days there were few business questions asked but there were more requests for team T-shirts.

The chairman of selectors, Kris Srikkanth, who is also the brand ambassador for the team, said what difficulty he was experiencing sending T-shirts to various parts of the world to satisfy the demand from friends and well wishers. He said that the impact was probably more because Mahdnera singh Dhoni was a 'Super King'.

The representative of the mobile phone company sponsoring the Chennai team revealed that his brand was now getting far more exposure on an all-India basis. People were also beginning to believe his company actually owned the cricket team. He was simply overwhelmed by the response from north India to his company's brand.

That is how much equity an IPL franchise has spun off, with even a sponsor getting so much exposure. The Super Kings have just started a fan club to meet the loyalty demands that are coming up after one season's association with a team. The English Premier League route is quite what teams are taking and being a well established one, it is certainly a good model to follow.

This brand equity effect is bound to multiply manifold with the playing of the first Champions League T20 in the early part of December. There is already a buzz about the two Indian clubs in the fray - Rajasthan Royals and the Chennai Super Kings. While Srikkanth speaks of a worldwide interest thanks to the presence of Dhoni at the helm, Shane Warne is convinced he sold himself cheap to the Jaipur franchise.

The early talk is the home teams will start off with an advantage since they know the conditions well. Also, they are something of a United Nations of cricket in that they would have four international stars in the XI doing battle. But the nature of Twenty20 is such there is no ruling out major upsets along the way before the trophy is handed down on December 10.

The IPL final, a match of see-sawing fortunes, was proof enough of how difficult it is to wrap up a match, which may even be seemingly in hand. The surge that Warne provided with the bat at the very end was a statement of pure character more than talent. He was the seasoned pro who knew no fear at the crunch. It was one of those rare occasions on which Dhoni's eleventh hour gambles had not worked out.

An astrologer may have given the game away though. If reports are to be believed, the head honcho of the company owning the Chennai team had been told well in advance that his side would win nine matches.
And since the semi-final had been the Super Kings' ninth win, at least one person may have suspected he knew the end result. Punters going with the swing in the game had no clue as to how the result would pan out, so often did the favourite change in the match.

The first edition of Champions League could throw up any number of surprises although by the end of the week the best teams may be in the final. The game often has its own way of rewarding the best. Of keenness to win, there will not be a shortage among the eight teams.