How IPL turns a blind eye to use of its name
By Techgirl

IPL is the hottest sporting event in India.  IPL organizers and its TV broadcasters are rolling in millions.  Most teams have managed to turn a profit.  Two new teams have been sold for $700 Mill. Sony, which has exclusive broadcast rights, will earn Rs. 700 crore - an increase of 200 crores from revenue last year.

Each 6 second advertising spot on TV is worth Rs. 5 lakh.

But as the advertising premiums have increased by 80 percent, not every company can afford to become an ‘official’ advertising partner. Even Maruti has gone on record as saying they cannot afford the new ad rates.

Enter the great Indian jugad.  To IPL’s credit, they are turning a blind eye to many smaller internet companies that are using the IPL logo and theme.

On March 12, Exchange4media had announced the results of its first ever Indian Digital Media Awards (IDMA). These awards were co-sponsored by Zapak, 160/2 and Bollywoodhungama.  Bloomberg TV was the media partner. Mouthshut.com won the Gold for ‘Best Web Portal of the Year’, while the Silver went to Hungama Digital Media Entertainment for FTV.co.in.

Net based Mouthshut which won the ‘Best Web Portal of the Year’ provides a platform for Indians to gives their views on goods and services.  By all accounts, Mouthshut does a great job. A tipster tells techgoss that the award winning Mouthshut is using the IPL theme in its Logo (See image above) to ride the popularity of this popular cricketing competition.

And it’s not the only one.  India’s No. 2 matrimonial website Shaadi.com also has a cricketing theme in its emails to its members. In the Shaadi emails to its members, it has a cricket bat resting on wickets.  Next to it is the Shaadi logo and the words ‘Ideal Partner for Life’ which are a play on IPL.

Fortunately, IPL has realized that it needs to adopt a commonsensical approach to its Trademarks and Logos in India.  Unlike sporting events in USA and Europe, which sue at the drop of a hat, IPL has turned a blind eye to many popular sites like Mouthshut and Shaadi.  Note that Shaadi has chosen to avoid any play on IPL words on its official site, but does it in emails to their members.

Techgoss note: Techgirl is a senior Tech journalist who reports on the IT, KPO and KPO Sectors for a leading media house.  In her spare time, she dabbles in satire in her blog http://techgirltalk.blogspot.com