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New Delhi: Punjab Kings co-owner Mohit Burman suggests extending the season of the Indian Premier League (IPL) to 12-16 weeks so that its brand value rises and it can go head to head with top global leagues like the NFL and NBA. Though each IPL match accounts for the second highest worldwide value the league’s brand awareness is not as well established as that of older leagues. Burman believes more games will develop stronger team rivalries create more interesting stories and boost the fans’ interest which are key to the sport’s progress. He also pointed out that having one organized international calendar is important for top players to take part regularly. Were already second in the world when it comes to per-match value just behind the NFL. But overall brand value? That’s a different game. I think we need a 12-16-week window to get there said PBKS co-woner and Dabur India chairman Burman to PTI. That gives us space to tell better stories build rivalries and create more value for everyone - fans sponsors broadcasters. But it’s not just about length. Its about what we do in that time - the kind of content we push out how we engage fans year-round how we build the league beyond the season. IPL has the scale. Now its about consistency and depth he added. The good results in the IPL should motivate everyone to stay vigilant. It is necessary to create new opportunities for fans produce better content and attract attention from people in several countries. Still improving the presence of the IPL inside India is considered more essential than quickly trying to enter other countries. The IPL is already the biggest cricket product in the world but staying there means not taking anything for granted. Player availability is crucial. We need a clean window where the best in the world can play without restrictions he added. He supports the increasing investment by Indian Premier League (IPL) franchise owners in international leagues like the CPL ILT20 and The Hundred. He believes that maintaining a unified brand identity across various leagues and locations fosters brand growth and long-term viability. Punjab Kings strong performance this season culminating in a finals appearance after a long absence has significantly boosted their revenue. The franchise reported a 25% increase in annual revenue demonstrating the positive correlation between on-field success and increased fan and sponsor engagement.