Shahrukh Khan's Kolkata Knight Riders may be struggling at the bottom in the second season of Indian Premier League, but in terms of brand value it is the richest team of the twenty-twenty cricket tournament, whose collective valuation has been now pegged at $2 billion. At the same time, Rajasthan Royals, partly owned by another Bollywood star Shilpa Shetty, has emerged as the best team in terms of return on investment, although it is ranked third in terms of brand value.
The valuation exercise of the entire IPL franchise, along with the individual teams, have been conducted by UK-based international brand valuation consultancy Brand Finance Plc. "The entire enterprise is valued at $2.01 billion," Brand Finance said, adding, its methodology took into account various revenue lines such as broadcasting, IPL sponsorship, team sponsorship, merchandising and gate receipts as well as the effect of performance, the presence of iconic players, etc. KKR has been ranked the most valued team with a brand value of $42.1 million, followed by Mumbai Indians ($41.6 million).
