After a successful collaboration with the inaugural DLF Indian Premier League, the Marylebone Cricket Club (MCC) and the DLF IPL have announced a renewal of their partnership to support the MCC Spirit of Cricket campaign.
The highly anticipated Season 2009 of the DLF IPL to be played this year across eight cities in South Africa, will see each of the eight Indian franchises – through their captains - sign an MCC Spirit of Cricket Declaration at the opening ceremony to demonstrate their commitment to upholding the spirit of the game.
The partnership between MCC and the DLF Indian Premier League is wide-ranging: the captain’s declaration to “play hard, play fair” will be bolstered by the broadcasting of the MCC Spirit of Cricket adverts on TV around the world and at each venue.
MCC’s Secretary & Chief Executive Keith Bradshaw said “With the growing popularity of the game worldwide, cricket has a responsibility to safeguard its core virtues. We are delighted with the continued support of the DLF Indian Premier League as it provides further evidence that MCC Spirit of Cricket has been embraced by cricketers at the very top of the game. What the sport needs now is to ensure that players at grassroots level embrace it in the same way. Our hope is that the MCC Spirit of Cricket message will become embedded in every player, both young and old, right around the world. In a tournament that has captured the imagination of cricket enthusiasts everywhere, our partnership with the DLF Indian Premier League will play a big part in helping us to achieve our goal.”
DLF Indian Premier League Chairman and Commissioner Lalit Modi said “I am pleased that the DLF Indian Premier League will once again adopt MCC’s doctrine on the Spirit of Cricket. The media spotlight on cricket is now greater than ever before and every example of good and bad practice is illuminated and magnified for children to copy. To respect the umpires, opponents, captain and the game itself is essential to the way cricket is played. With the eyes of the world once again upon the DLF Indian Premier League, we have a great opportunity to spread the MCC Spirit of Cricket message to many thousands of children and encourage fair play at all levels of the game. We look forward to seeing cricket, and the Spirit of Cricket, at its best."
Saturday, April 18, 2009
Uthappa ready to stand in as keeper for RCB
Through the first season of DLF Indian Premier League, the only talk surrounding Royal Challengers Bangalore was how it was a Test team and how uni-dimensional the squad was. Captain Rahul Dravid was panned and the team strategies were scoffed at right through.
But this season, the Royal Challengers are promising a whole new outlook and a fresh approach to the DLF IPL II. And it showed on Friday a day before they were to play their first game of the tournament against Rajasthan Royals. The men who are heralding the change are the duo of coach Ray Jennings and skipper Kevin Pietersen.
The two have more than just a point to prove to the world. And their aggressive approach seems to be rubbing off on the side. “We are not the Test team that we were last season. There are a few dynamic players at the top and newer bowlers. As a group we have dimensions about us,” Pietersen said.
The effect KP – as the captain is known – and Jennings have had on the team was quite visible as the training session began at the Bellville Cricket Club. The training seemed to have some purpose, some direction and a lot of sweat.
From the young Virat Kohli to the veteran Anil Kumble, they were more than just keen to be part of the training session. Some players even joked that they hadn’t trained this hard even while with the national team.
The man responsible for all the hard work was obviously coach Jennings. He is known to be a hard taskmaster and the oldtimers from the last season in the Royal Challengers squad are clearly seeing the big difference in approach.
He has different ideas and an approach different from the others. He stationed himself on the main square watching all the batsmen go long and hard at the bowling on offer.
It was interesting to see the two battle-scarred veterans Kumble and Rahul Dravid mould themselves to the changing patterns of the game. For quite a few, this would have been an eye-opener seeing Dravid play quite a few ‘agricultural’ shots. The battle between Dravid and Kumble was engrossing. Kumble even tried bowling a few left-arm chinaman deliveries for which he changed action at the last minute. Dravid was quick to spot the change and the two champions had a hearty laugh.
All through, KP and new recruit from New Zealand Jesse Ryder were the cynosure as they tried newer shots. KP's switch-hit was something everybody waited for and was finally spotted. But the surprise of the day was obviously reserved for the last.
Robin Uthappa, who had just this season moved to Royal Challengers Bangalore, was getting ready for his new role both literally and figuratively speaking. He requested Kumble to bowl six deliveries to him and it seemed that it was one last session with the bat for Uthappa.
But no, it was Uthappa the wicket-keeper who was getting ready for his new role. With Mark Boucher yet to join the team, Jennings is obviously keeping all options open. Uthappa kept on the main square as Kumble bowled to Dravid for about 15 minutes. Uthappa used to be a ‘keeper in age-group cricket, but gave it up to concentrate on his batting.
Now, the demands of the shorter formats had ensured that he had to recalibrate himself. He then even did a few keeping drills, to get used to the new role. He was donning the gloves after five years and was clearly yet to warm to the idea.
Jennings has made one thing clear he would be requiring more than just one aspect of the play from his stars. So expect everyone to bowl or some like Uthappa to keep the wickets. Clearly Royal Challengers Bangalore are not to be lightly taken this time around.
But this season, the Royal Challengers are promising a whole new outlook and a fresh approach to the DLF IPL II. And it showed on Friday a day before they were to play their first game of the tournament against Rajasthan Royals. The men who are heralding the change are the duo of coach Ray Jennings and skipper Kevin Pietersen.
The two have more than just a point to prove to the world. And their aggressive approach seems to be rubbing off on the side. “We are not the Test team that we were last season. There are a few dynamic players at the top and newer bowlers. As a group we have dimensions about us,” Pietersen said.
The effect KP – as the captain is known – and Jennings have had on the team was quite visible as the training session began at the Bellville Cricket Club. The training seemed to have some purpose, some direction and a lot of sweat.
From the young Virat Kohli to the veteran Anil Kumble, they were more than just keen to be part of the training session. Some players even joked that they hadn’t trained this hard even while with the national team.
The man responsible for all the hard work was obviously coach Jennings. He is known to be a hard taskmaster and the oldtimers from the last season in the Royal Challengers squad are clearly seeing the big difference in approach.
He has different ideas and an approach different from the others. He stationed himself on the main square watching all the batsmen go long and hard at the bowling on offer.
It was interesting to see the two battle-scarred veterans Kumble and Rahul Dravid mould themselves to the changing patterns of the game. For quite a few, this would have been an eye-opener seeing Dravid play quite a few ‘agricultural’ shots. The battle between Dravid and Kumble was engrossing. Kumble even tried bowling a few left-arm chinaman deliveries for which he changed action at the last minute. Dravid was quick to spot the change and the two champions had a hearty laugh.
All through, KP and new recruit from New Zealand Jesse Ryder were the cynosure as they tried newer shots. KP's switch-hit was something everybody waited for and was finally spotted. But the surprise of the day was obviously reserved for the last.
Robin Uthappa, who had just this season moved to Royal Challengers Bangalore, was getting ready for his new role both literally and figuratively speaking. He requested Kumble to bowl six deliveries to him and it seemed that it was one last session with the bat for Uthappa.
But no, it was Uthappa the wicket-keeper who was getting ready for his new role. With Mark Boucher yet to join the team, Jennings is obviously keeping all options open. Uthappa kept on the main square as Kumble bowled to Dravid for about 15 minutes. Uthappa used to be a ‘keeper in age-group cricket, but gave it up to concentrate on his batting.
Now, the demands of the shorter formats had ensured that he had to recalibrate himself. He then even did a few keeping drills, to get used to the new role. He was donning the gloves after five years and was clearly yet to warm to the idea.
Jennings has made one thing clear he would be requiring more than just one aspect of the play from his stars. So expect everyone to bowl or some like Uthappa to keep the wickets. Clearly Royal Challengers Bangalore are not to be lightly taken this time around.
Ganguly, SRK ensure positivity prevails over Knight Riders captaincy
It was a scene straight out a Bollywood potboiler.
There was everything from drama and action to some much needed emotion as well. But at the end of it all it was clear as to who the boss was – Shah Rukh Khan.
The co-owner of Kolkata Knight Riders clearly knows how to deal with pressing issues and deftly at that. On Friday, a day before the DLF-IPL2 is due to kick-start, Shah Rukh used all his expertise to diffuse a tricky situation.
Knight Riders had just announced a change of captaincy and New Zealand wicket-keeper Brendon McCullum was anointed the new skipper for the season by Director of Cricket John Buchanan. It was a brave decision considering the backlash expected back home over the easing out of Sourav Ganguly from the top job.
Trust Shahrukh to tide over the situation.
Soon after the decision was made public, Shah Rukh was around at the team nets at Bellville Cricket Club around 40-minutes away from the city centre. Accompanied by co-owner Jai Mehta, Shah Rukh watched the session. The superstar even had his son Aryan take part in the training session with the team.
Finally, after about an hour and half, Shah Rukh took Ganguly aside and had a long chat with him right behind the nets. It was animated at times, some smiles were exchanged and then Jai Mehta joined in.
After about 45 minutes, Ganguly headed back to the nets this time with Shah Rukh in tow. It later emerged that Shahrukh had claimed that he could get Dada out. The duo then proceeded to see if the new challenge could be won or lost.
Shah Rukh bowled a few seam-up deliveries keeping his left shoulder stationary. He has recently been operated on his shoulder. Ganguly kept requesting him to be careful. “Dekh lo, aapke left shoulder pe zor na pade,” said Ganguly but Shahrukh wanted to bowl a few deliveries and sweat a bit.
Even Aryan bowled a few deliveries and was prepared to be hit by Dada. Andy Bichel, the Knight Riders bowling coach, was observing the proceedings. Ganguly kept encouraging the Khans and was even beaten once by Shahrukh. “It bounced and seamed away, not bad,” said Ganguly as he played out some 20 deliveries from Shah Rukh, his son and a couple of other support staff members.
As the sun began to set, Ganguly had finished nearly three hours of practice on a day when some may have felt that he had been treated unfairly.
At the end of it all, Shah Rukh and Ganguly had clearly managed to bulldoze the negativity that had been generated from the change in captaincy. Shah Rukh himself tried to play down the whole issue. “The cricketing staff, including Dada himself, made the decision. I just feel this decision will ensure that he will be under less pressure than before. He can just play freely and without any tension,” said Shah Rukh.
Pressed to comment further on the possible signal being sent out to Ganguly, Shah Rukh just put it in a way everybody understood. “I used to at one point of time do films like Dilwale Dulhaniya Le Jaayenge, now I do films like Chak De! India. So the times are changing, with Dada it is something similar. He understands what we are thinking. He is still our man and will be the man we all turn to at all times for advice. McCullum will lean on him for support.”
Shah Rukh's day under the searing sun ensured that all the misconception of the new things being tried out by his team would not get diluted. Just to spice up things further, Shah Rukh even offered to play next season when the DLF IPL heads back to India.
There was everything from drama and action to some much needed emotion as well. But at the end of it all it was clear as to who the boss was – Shah Rukh Khan.
The co-owner of Kolkata Knight Riders clearly knows how to deal with pressing issues and deftly at that. On Friday, a day before the DLF-IPL2 is due to kick-start, Shah Rukh used all his expertise to diffuse a tricky situation.
Knight Riders had just announced a change of captaincy and New Zealand wicket-keeper Brendon McCullum was anointed the new skipper for the season by Director of Cricket John Buchanan. It was a brave decision considering the backlash expected back home over the easing out of Sourav Ganguly from the top job.
Trust Shahrukh to tide over the situation.
Soon after the decision was made public, Shah Rukh was around at the team nets at Bellville Cricket Club around 40-minutes away from the city centre. Accompanied by co-owner Jai Mehta, Shah Rukh watched the session. The superstar even had his son Aryan take part in the training session with the team.
Finally, after about an hour and half, Shah Rukh took Ganguly aside and had a long chat with him right behind the nets. It was animated at times, some smiles were exchanged and then Jai Mehta joined in.
After about 45 minutes, Ganguly headed back to the nets this time with Shah Rukh in tow. It later emerged that Shahrukh had claimed that he could get Dada out. The duo then proceeded to see if the new challenge could be won or lost.
Shah Rukh bowled a few seam-up deliveries keeping his left shoulder stationary. He has recently been operated on his shoulder. Ganguly kept requesting him to be careful. “Dekh lo, aapke left shoulder pe zor na pade,” said Ganguly but Shahrukh wanted to bowl a few deliveries and sweat a bit.
Even Aryan bowled a few deliveries and was prepared to be hit by Dada. Andy Bichel, the Knight Riders bowling coach, was observing the proceedings. Ganguly kept encouraging the Khans and was even beaten once by Shahrukh. “It bounced and seamed away, not bad,” said Ganguly as he played out some 20 deliveries from Shah Rukh, his son and a couple of other support staff members.
As the sun began to set, Ganguly had finished nearly three hours of practice on a day when some may have felt that he had been treated unfairly.
At the end of it all, Shah Rukh and Ganguly had clearly managed to bulldoze the negativity that had been generated from the change in captaincy. Shah Rukh himself tried to play down the whole issue. “The cricketing staff, including Dada himself, made the decision. I just feel this decision will ensure that he will be under less pressure than before. He can just play freely and without any tension,” said Shah Rukh.
Pressed to comment further on the possible signal being sent out to Ganguly, Shah Rukh just put it in a way everybody understood. “I used to at one point of time do films like Dilwale Dulhaniya Le Jaayenge, now I do films like Chak De! India. So the times are changing, with Dada it is something similar. He understands what we are thinking. He is still our man and will be the man we all turn to at all times for advice. McCullum will lean on him for support.”
Shah Rukh's day under the searing sun ensured that all the misconception of the new things being tried out by his team would not get diluted. Just to spice up things further, Shah Rukh even offered to play next season when the DLF IPL heads back to India.
Knight Riders name McCullum new captain
New Zealand' wicket-keeper Brendon McCullum has replaced the team’s iconic player, former India skipper Sourav Ganguly as captain of the Kolkata Knight Riders squad for the second edition of DLF Indian Premier League starting here on Saturday.
Ganguly has taken the decision in his stride and will contribute to the team's cause, supporting McCullum on the field along with senior cricketers like Chris Gayle.
The Knight Riders's captaincy has been a topic of much speculation after its Australian coach-cum-director John Buchanan came up with the idea of having multiple skippers. Ganguly himself was critical of the idea and he has had many supporters.
Team owner Shah Rukh Khan also supported Buchanan’s idea of trying out something new.
Ganguly has taken the decision in his stride and will contribute to the team's cause, supporting McCullum on the field along with senior cricketers like Chris Gayle.
The Knight Riders's captaincy has been a topic of much speculation after its Australian coach-cum-director John Buchanan came up with the idea of having multiple skippers. Ganguly himself was critical of the idea and he has had many supporters.
Team owner Shah Rukh Khan also supported Buchanan’s idea of trying out something new.
They also serve who stand and coach
Kolkata Knight Riders Director of Cricket John Buchanan has given cricket fans around the country – and beyond – something to talk about with his multiple-captain theory; Royal Challengers Bangalore coach Ray Jennings dismisses talk that he would not share a good relationship with his captain Kevin Pietersen.
Indeed, coaches of the DLF-Indian Premier League teams have come to be in the limelight.
On the contrary, there are coaches who are critical cogs in the wheel, spotting and nurturing players. Encouraging their trainees to pursue their dreams and living their own dreams through these lads. And, while they may not be discussed with as much passion and enthusiasm as a Buchanan or a Jennings is, they know they are important, too.
Naushad Khan is a case in point. He goaded Kamran Khan to leave his home in Azamgarh and dream of playing ‘big’ cricket. Today, Kamran Khan has the eye of a Shane Warne and a IP contract with Rajasthan Royals worth Rs 12 lakh. Naushad has another of his proteges, Rahil Sheikh, expected to make waves in the DLF Indian Premier League.
All such coaches seek is a combination of raw talent and commitment from their wards. Delhi Daredevils captain Virender Sehwag may be a household name today but many years ago he convinced his coach AN Sharma that he was destined for laurels. “The light was fading and I told my trainees to pack up. Viru was batting at the school nets and told me ‘No sir. I can see the ball, let us carry on until I perfect the drive’,” recalled Sharma.
“Get your basics right, before you try to improvise,” says the seasoned coach Arun Bharadwaj. “There is a natural tendency among youngsters to imitate heroes – and they believe a hero can’t do anything wrong – but it must be remembered that only the very talented can improvise. So, I will always advocate trainees to get the basics right before they try playing the risky shots.”
It is a clarion call that you can hear around India. Out in Hyderabad, home of the Deccan Chargers which has some amazingly creative batsmen, former Ranji Trophy player Vijay Paul tells his wards to eschew risks. “Today’s youngsters are very observant; they watch TV and try some of these innovative strokes at the nets,” he says.
“We are constantly telling the lads to remember that strokes like the paddle sweep, the switch hit, the reverse sweep and the scoop over the wicket-keeper’s head all entail huge risks that they cannot afford to take in the longer version of the game. And that is what these lads play much of the time,” says Paul. “But we don’t curb their urge to add new strokes to their repertoire.”
Most coaches use an unconventional approach to make a good player better. And Sewhag’s mentor AN Sharma used two. In a candid chat, Sharma revealed the secret of Sehwag’s strong forearms that belt the ball away with the kind of power that most batsmen only dream of. “We used to have bat covers made of fabric. I filled a bag with sand and slung it on Sehwag’s back and asked him to bat. I knew it would help him develop power and hit the ball more fiercely.”
Sharma also recollects that Sehwag used to drag his backfoot constantly when at the nets. “Viru, you can’t give your wicket away so easily to the opposition. Let it earn your wicket.” Sharma then anchored Sewhag’s backfoot by tying one end of a rope to his right leg and the other end to a pole behind the nets. That did not let him drag his rear foot across the crease.
Interestingly, Sehwag has only been stumped out five times in his international career. And it is a good guess that he has been stumped not because he has dragged his foot across the crease but because he has been beaten after dancing down the track as Sri Lankan spinner Ajantha Mendia managed in the Asia Cup final in Karachi last year.
Indeed, coaches of the DLF-Indian Premier League teams have come to be in the limelight.
On the contrary, there are coaches who are critical cogs in the wheel, spotting and nurturing players. Encouraging their trainees to pursue their dreams and living their own dreams through these lads. And, while they may not be discussed with as much passion and enthusiasm as a Buchanan or a Jennings is, they know they are important, too.
Naushad Khan is a case in point. He goaded Kamran Khan to leave his home in Azamgarh and dream of playing ‘big’ cricket. Today, Kamran Khan has the eye of a Shane Warne and a IP contract with Rajasthan Royals worth Rs 12 lakh. Naushad has another of his proteges, Rahil Sheikh, expected to make waves in the DLF Indian Premier League.
All such coaches seek is a combination of raw talent and commitment from their wards. Delhi Daredevils captain Virender Sehwag may be a household name today but many years ago he convinced his coach AN Sharma that he was destined for laurels. “The light was fading and I told my trainees to pack up. Viru was batting at the school nets and told me ‘No sir. I can see the ball, let us carry on until I perfect the drive’,” recalled Sharma.
“Get your basics right, before you try to improvise,” says the seasoned coach Arun Bharadwaj. “There is a natural tendency among youngsters to imitate heroes – and they believe a hero can’t do anything wrong – but it must be remembered that only the very talented can improvise. So, I will always advocate trainees to get the basics right before they try playing the risky shots.”
It is a clarion call that you can hear around India. Out in Hyderabad, home of the Deccan Chargers which has some amazingly creative batsmen, former Ranji Trophy player Vijay Paul tells his wards to eschew risks. “Today’s youngsters are very observant; they watch TV and try some of these innovative strokes at the nets,” he says.
“We are constantly telling the lads to remember that strokes like the paddle sweep, the switch hit, the reverse sweep and the scoop over the wicket-keeper’s head all entail huge risks that they cannot afford to take in the longer version of the game. And that is what these lads play much of the time,” says Paul. “But we don’t curb their urge to add new strokes to their repertoire.”
Most coaches use an unconventional approach to make a good player better. And Sewhag’s mentor AN Sharma used two. In a candid chat, Sharma revealed the secret of Sehwag’s strong forearms that belt the ball away with the kind of power that most batsmen only dream of. “We used to have bat covers made of fabric. I filled a bag with sand and slung it on Sehwag’s back and asked him to bat. I knew it would help him develop power and hit the ball more fiercely.”
Sharma also recollects that Sehwag used to drag his backfoot constantly when at the nets. “Viru, you can’t give your wicket away so easily to the opposition. Let it earn your wicket.” Sharma then anchored Sewhag’s backfoot by tying one end of a rope to his right leg and the other end to a pole behind the nets. That did not let him drag his rear foot across the crease.
Interestingly, Sehwag has only been stumped out five times in his international career. And it is a good guess that he has been stumped not because he has dragged his foot across the crease but because he has been beaten after dancing down the track as Sri Lankan spinner Ajantha Mendia managed in the Asia Cup final in Karachi last year.
Ninety per cent match tickets sold: Modi
Cape Town: DLF Indian Premier League chairman Lalit Modi has said 90 per cent of the tickets for the Twenty20 mega event starting on Saturday have been sold at the eight venues.
"The ticket prices had been aimed at filling the stadiums," said Modi, ahead of the event which will start with Chennai Super Kings taking on Mumbai Indians in the first match of the day on Saturday. Modi said. “Although the IPL would be returning to India next year, the long-term vision is to turn it into a global brand, much the same way as the English Football Premier League.”
"Spectators will see world's best players playing competitive cricket and it is made more compelling because of the competitive instincts of the players," he added. The IPL chief said an important aspect of the marketing of the competition was advertising and Rand 120 million ($ 10 million) have been earmarked to attract spectators to the games.
"The ticket prices had been aimed at filling the stadiums," said Modi, ahead of the event which will start with Chennai Super Kings taking on Mumbai Indians in the first match of the day on Saturday. Modi said. “Although the IPL would be returning to India next year, the long-term vision is to turn it into a global brand, much the same way as the English Football Premier League.”
"Spectators will see world's best players playing competitive cricket and it is made more compelling because of the competitive instincts of the players," he added. The IPL chief said an important aspect of the marketing of the competition was advertising and Rand 120 million ($ 10 million) have been earmarked to attract spectators to the games.
IPL merchandise doing brisk sales
NEW DELHI: From T-shirts to caps, key chains to pens, lassi glasses to chewing gum, owners of teams in the DLF Indian Premier League have rolled out an array of merchandise to mark the second season of the Twenty20 tournament.
Estimates from three executives in three different IPL franchisees, indicated that the teams are looking at selling merchandise worth a combined Rs 35 to 40 crore this year. The teams’ own share of this amount is likely to be around Rs 6 to 8 crore, the rest of the money going to merchandise partners and licensees.
Chennai Super Kings has tied up in merchandising deals with retailer Future Group, chewing-gum maker Wrigley, pen-maker Camlin Ltd and Pepsi.
“This season, we expect around eight to 10 per cent of our revenues other than that from central pool to come from merchandise,” said India Cements Marketing Head Rakesh Singh. “Even our existing partners, sportswear retailer Reebok India and men’s apparel maker, Peter England are working on an affordable range of apparel.”
Mohali-based Kings XI Punjab, co-owned by Preity Zinta, is looking at selling items such as lassi (butter milk) glasses, mugs, badges and special autographed items at points of ticket sales. The team also has a tie-up for merchandise with textile manufacturer Bombay Dyeing and Manufacturing Co. Ltd.
The company that makes steel products for King’s XI Punjab is targeting sales of up to Rs 12 crore in five years. And it has an online partner as well in e-Bay. “We are delighted to partner with Hot Muggs to power the sale of these exquisite IPL merchandise to cater to the wide interests of its online shoppers. We are sure true cricket fans will be thrilled to buy and own merchandise at great prices," said e-Bay India Senior Manager Ms. Deepa Thomas.
Kolkata Knight Riders, the team co-owned by actor Shah Rukh Khan, is also expanding its portfolio of products. The big players like Reebok, adidas, BDM and Kookaburra are all in the game. "Never before have replica jerseys been so popular with the cricket crazy nation until SRK stood tall in his 12th-man jersey in the last season of the mega event," says Reebok India’s SS Prem.
Delhi Daredevils, owned by GMR Holdings Ltd, tied up with sportswear maker adidas India last year. It has also tied up with Delhi-based garment maker Genesis India. “Genesis will not only make items such as cheering signs, posters and key chains for us, but also non-branded T-shirts at lower price points,” said Delhi Daredevil marketing manager Vidur Naik. “This time, the Adidas merchandise will be available at 71 stores, up from 45 stores last year.”
One of the primary reasons for the stress on affordable prices is to check sales of fake products that are available at much cheaper prices. “Counterfeiting is a big problem here (in India). Last time, I saw a lot of fans wearing fake T-shirts. Availability of more affordable original products will help plug this hole,” said Deccan Chargers vice-president Darshan M.
Even as efforts to build the merchandise portfolio gain ground, most franchisees say it will take the segment some time to generate substantial sales. While sports merchandising contributes 30 to 35 per cent of total revenue of most sports bodies in evolved markets, it is still a nascent concept in India. The biggest chunk of revenue for the eight franchisees comes from the central pool, which includes media rights and sponsorship.
Estimates from three executives in three different IPL franchisees, indicated that the teams are looking at selling merchandise worth a combined Rs 35 to 40 crore this year. The teams’ own share of this amount is likely to be around Rs 6 to 8 crore, the rest of the money going to merchandise partners and licensees.
Chennai Super Kings has tied up in merchandising deals with retailer Future Group, chewing-gum maker Wrigley, pen-maker Camlin Ltd and Pepsi.
“This season, we expect around eight to 10 per cent of our revenues other than that from central pool to come from merchandise,” said India Cements Marketing Head Rakesh Singh. “Even our existing partners, sportswear retailer Reebok India and men’s apparel maker, Peter England are working on an affordable range of apparel.”
Mohali-based Kings XI Punjab, co-owned by Preity Zinta, is looking at selling items such as lassi (butter milk) glasses, mugs, badges and special autographed items at points of ticket sales. The team also has a tie-up for merchandise with textile manufacturer Bombay Dyeing and Manufacturing Co. Ltd.
The company that makes steel products for King’s XI Punjab is targeting sales of up to Rs 12 crore in five years. And it has an online partner as well in e-Bay. “We are delighted to partner with Hot Muggs to power the sale of these exquisite IPL merchandise to cater to the wide interests of its online shoppers. We are sure true cricket fans will be thrilled to buy and own merchandise at great prices," said e-Bay India Senior Manager Ms. Deepa Thomas.
Kolkata Knight Riders, the team co-owned by actor Shah Rukh Khan, is also expanding its portfolio of products. The big players like Reebok, adidas, BDM and Kookaburra are all in the game. "Never before have replica jerseys been so popular with the cricket crazy nation until SRK stood tall in his 12th-man jersey in the last season of the mega event," says Reebok India’s SS Prem.
Delhi Daredevils, owned by GMR Holdings Ltd, tied up with sportswear maker adidas India last year. It has also tied up with Delhi-based garment maker Genesis India. “Genesis will not only make items such as cheering signs, posters and key chains for us, but also non-branded T-shirts at lower price points,” said Delhi Daredevil marketing manager Vidur Naik. “This time, the Adidas merchandise will be available at 71 stores, up from 45 stores last year.”
One of the primary reasons for the stress on affordable prices is to check sales of fake products that are available at much cheaper prices. “Counterfeiting is a big problem here (in India). Last time, I saw a lot of fans wearing fake T-shirts. Availability of more affordable original products will help plug this hole,” said Deccan Chargers vice-president Darshan M.
Even as efforts to build the merchandise portfolio gain ground, most franchisees say it will take the segment some time to generate substantial sales. While sports merchandising contributes 30 to 35 per cent of total revenue of most sports bodies in evolved markets, it is still a nascent concept in India. The biggest chunk of revenue for the eight franchisees comes from the central pool, which includes media rights and sponsorship.
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