The cash-loaded Indian Premier League (IPL) is set to flout global economic trends as merchandising is being considered to be the subsequent big avenue for generating income for the league. With majority of the telecast rights having being sealed already, merchandising is undoubtedly a well-thought-out step coming from the IPL. For instance, SET Max, the official broadcaster of the sporting event, IPL season three, has already sold 85 per cent of its advertising inventory.

Mr Subhinder Singh Prem, MD, Reebok, opines, “Sports talk to all audiences and licensing and merchandising give ways to tie up with the fortunes of a company, which eventually prove to be a win-win situation for both licensor and licensee.”

eBay India in an exclusive association with Hot Muggs, a brand of Rajesh Metal Industries Pvt. Ltd, offers avid cricket fans a chance to own exquisite merchandise of their favourite Indian Premier League teams: Kings XI Punjab and Chennai Super Kings. The deal can be seen as a strong step, by Hot Muggs, strengthening its licensing and merchandising activities, which includes sports merchandising licenses with the two IPL teams to offer merchandise like lassi glasses, mugs, badges and autographed collectors’ merchandise. Also, Videocon’s Planet M had a merchandising deal with Kolkata Knight Riders to have special zones within its stores offering Knight Riders jerseys, key chains, and caps among other accessories.

Sports and especially cricket in India plays a huge role in generating revenue. The fan based club activities and the Bollywood connectivity have contributed in a big way to IPL becoming grand and a much awaited event of the year. Mr Aakash Chopra, Cricket Expert, says, “Licensing and merchandising is not happening aggressively in the present times but the market is wide open, and focusing on sensitive points like pricing and availability to the consumer can definitely add to the opportunities, thereby, maximising the business potential.”