Quick edit: Why IPL 2013 rides on high moolah!

RCB Sunrisers HyderabadCheer leaders perform during the IPL match between Sunrisers Hyderabad and Royal Challengers Bangalore in Hyderabad on Sunday. (PTI)

The sixth edition of the cash-rich Indian Premier League has more than 100 brands generating Rs 1,500 crore through direct advertising or innovative association with the franchises.

It might baffle a few that the tournament in the news for all the erroneous reasons is still minting money but whether we agree or not, it still remains the most lucrative option as far as sports in India is concerned. With the Champions League T20 turning out to be a disaster, the IPL is the place where the advertisers converge for maximum returns.

Cricketers are not bothered being decked up with n number of stickers on one of the most prized possession of a sportsman- the jersey. With the ICC Code of Conduct relating to clothing and equipment not allowing more than a certain number of logos, IPL is the only place for the advertisers to go no holds barred.

This year, the franchises have managed to sell atleast 10 active spots like the lead chest, right upper chest, lead arm, non-lead arm, back of the jersey, on cap, on the front and the back of the helmet, lead trousers and non-lead trousers.

The energy-sapping playing conditions have come as a blessing in disguise for the title sponsors PepsiCo India who, apart from being the title sponsors, hold pouring rights for eight teams.

The phrase 'money talks honey!' is appropriate for cricket's biggest festival. Everyone is running to get a piece of the pie. Even the rivals have gone one step further as STAR India Pvt ltd. became the official sponsors of the IPL, shown on the Sony network, to exploit its huge fan base. Coca Cola is not too far behind as the company is not bothered by the presence of Pepsi and is using the air time to full effect.

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