New Delhi:Shah Rukh Khan's Kolkata Knight Riders may have shown a poor performance in the second season of Indian Premier League, but in terms of brand value it is the richest team of the Twenty20 tournament, with a brand valuation of USD 22 million.
KKR has emerged as the strongest brand in terms of valuation measured vis-a-vis the strengths of the eight IPL teams, according to the valuation done by an UK-based international brand valuation firm Intangible Business, in collaboration with MTI Consulting.
"Winning games is not enough to build a successful sports brand. Teams need to engage the local community, attract star players, who inspire a wide audience, and develop a strong marketing communications programme," Intangible Business International Director Richard Yoxon said.
While the playing squads will change and the success of each team will fluctuate over time, the brand is the constant that unites supporters and is ultimately responsible for driving the long-term commercial sustainability and success of the IPL franchises, MTI Consulting said in a statement.
"Brand values are a reflection of a brand's ability to generate future income. It is a forward looking study that uses historic performance and future trends to predict future activity," MTI Consulting CEO Hilmy Cader said.
Meanwhile, last year's winner Rajasthan Royals, partly owned by another Bollywood star Shilpa Shetty, has been ranked at the bottom with a brand value of USD 10 million.
In the ongoing tournament, KKR has shown up the worst performance with just three wins in 14 matches, while Delhi Dare Devils and Chennai Super Kings leading the tally.
Among the eight teams, KKR has been ranked as the most valued with a brand value of USD 22 million, followed by Delhi Daredevils (USD 19 million), Chennai Super Kings (USD 39.4 million), Mumbai Indians (USD 17 million), Kings XI Punjab (USD 15 million), Royal Challengers Bangalore (USD 14 million), Hyderabad Deccan Chargers (USD 11 million) and Rajasthan Royals (USD 10 million).