Lalit Modi eyes $1 bn revenue from 'IPL Carnival' abroad

Indian Premier League (IPL) is eyeing additional revenue by holding exhibition matches overseas from next year, which will be the icing on its over $1-billion domestic business. But, the main show will always continue to be in India.

"All teams will play 4-5 matches a year at overseas venues... These matches will be beyond the main annual season," IPL Commissioner Lalit Modi said.

"IPL will always remain in India... The main season will always be in India, but we will hold exhibition matches abroad and from there additional revenue can be generated," he said.

"We are talking about generating additional revenue from holding exhibition matches abroad in a kind of international leagues... These could take place at various venues in different countries after the main season," Modi said.

The continuity through a long cricketing season would certainly help advertisers plan their exposure, he said, adding that global exposure would be an added attraction.

"What we are looking at is that in the eight months from June to January, there could be certain weekends when certain teams will have some free time and they can play some matches abroad... From 2011 onwards, all the teams, this way, will get to play 4-5 matches a year at overseas venues... May be one match can be held in West Asia, one in South Africa and one in Americas and like that," Modi said.

"We will make a proper schedule for the entire season of matches to be held abroad... A season can be of eight months... That way we will be able to take the IPL Carnival or IPL Festival to other countries," Modi said.

Elaborating on revenue generation potential of these overseas matches, Modi said that advertisers may not be interested in one-off matches, but they would be very much interested in sponsoring the entire season, through which they can get exposure to various markets across the world.

"Additional revenue can be generated by playing internationally and hosting exhibition matches abroad... Besides, we are already looking at generating revenues from overseas advertisers and broadcasters... There is also internet and mobile (platform), where we are broadcasting the matches, thus giving advertisers a wide array of platforms."

Asked if the IPL would be able to cross the billion-dollar figure in terms of revenue generation this season, Modi replied in the affirmative. In the previous season, a total revenue of close to $450 million was generated, he added.

Modi, however, asserted that the main IPL would always take place in India. "I've been often misquoted as saying that IPL is going abroad, but it is not."

The matches of IPL's third season are currently being played in India. Only the second season was shifted to South Africa due to security concerns in the wake of elections.