Dubai: The Kings XI Punjab may have been a member of the Indian Premier League (IPL) family since its inception, but it had not been a smooth journey all through for them. The current season had seen them turning the corner when in IPL VII, the George Bailey-led team looked a dramatically transformed outfit when they emerged as the runners-up and qualified for the ongoing Champions League Twenty20 for the first time.

The bust-up between co-owners Ness Wadia and Preity Zinta a couple of months back tended to sour the occasion, though the team management feels the team have moved on from there and are looking to consolidate on their good performances so far. “Our aim is to be the champions of CLT20 now. We have entered the season with a lot of excitement and are confident that if we play the brand of cricket we have been known for, the results will take care of themselves,” said Fraser Castellino, the Chief Operating Officer.

Castellino, who was appointed at the beginning of the season, is a perfect example of been there, done that when it comes to the business of IPL. This is the third team after Royal Challengers Bangalore and Rajasthan Royals that he has taken charge of and had been a key figure behind marketing the Kings XI brand harder this season.

Speaking to Gulf News in an exclusive chat from India, he was unfazed by the query if the row between two of the most high-profile co-owners of the league had taken a toll of the team’s public image. “Not at all, because it is a matter between two individuals and our fans completely understand that the business of cricket is separate from personal matters. Preity is the team’s most ardent supporter. I am sure, subject to her work commitments, she will continue to be visible and support the team in the stadium,” Castellino said.

According to him, the high-voltage performance of the Maxwells, Sehwags and Johnsons certainly had a rub-off effect in the team’s branding and marketing opportunities in the last few months.

“The team’s phenomenal performance in the IPL VII has certainly contributed to off-field benefits for us. For the Champions League Twenty20, we have signed on four new sponsors — AirAsia, HTC, Nafex.com and Shrey in addition to our existing sponsors.

Revenue model

“Our fan base is also consistently growing: the numbers on our digital platforms have jumped 418 per cent on Facebook, 61 per cent on Twitter and 561 per cent on YouTube. All this has been possible by the brilliant on-field performance of the team,” he said. The revenue model for IPL teams, despite seven years of its existence, was often a contentious issue for the franchises. Asked if the teams have finally succeeded in developing a business model, Castellino sounded a diplomatic note: “Globally, sports league teams have a viable financial model. The IPL franchises took some time to learn as the Indian market is different and nuanced than the West.

“However, over the last few years, many franchises have run profitable business including Kings XI Punjab. A loyal fan following is critical for financial success as fans drive sponsorship and match ticket revenue — which are the two factors IPL teams must maximise.”

The IPL VII had been a watershed one for it’s only the second time the event had moved out of India, thanks to the general elections. The first leg of the league, conducted in the UAE from April 16-30, had been a huge success with the fans here — raising hopes of the party coming back sometime.

Asked if such co-hosting in future can be viable, Castellino sounded quite optimistic: “Co-hosting at international venues in the future can definitely help in terms of sponsors who have global interests. Every stadium KXIP played at the UAE was completely sold out; our teams were embraced and welcomed by everyone, Emiratis and expats fans included. Any place where fans sell out stadiums to watch us play is most definitely good for business.”

The CLT20 has, according to many, not been able to create the same buzz as the IPL in five years of existence. Castellino, however, disagreed: “Champions League is one of the few leagues that can be called a Club World Cup as clubs/teams from across the world participate in this tournament. It is a much awaited tournament and has a lot of traction among the fans. Since the format is different from IPL, it may not be a fair comparison.”