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GMR Sports, owners of Delhi Daredevil, will be shortly launching its own exclusive merchandise range.
The IPL franchise owner is getting into the merchandise game to create additional revenue, as well as a way of bolstering the team's brand equity. It will tap into its fan base to sell the wares.
The company said it is also creating an e-commerce site to sell the merchandise range.
“We have been thinking of starting our own merchandise range for a while. The range will be sold to our fans through our ecommerce site,” Mr Hemant Dua, Head Marketing, GMR Sports, told Business Line.
The company, which had signed up four sportspersons as its flag-bearers, said it will be bringing out a ‘Superfan' range. “We have roped in four sports personalities as flag-bearers of daredevilry. These superfans will engage with fans and we will be launching range exclusively before IPL.”
IPL 5 to start from April.
Delhi Daredevils has already licensed a tie-up with Adidas to retail its merchandise range.
Asked if its new range will cannibalise on the existing Adidas range of Delhi Daredevils fan gear, Mr Dua said, “We will be operating at different price points. Besides, we will be having 12-14 stock-keeping units including t-shirts, collectibles, caps, fan-gears, flip flops among others.” These will priced from Rs 699 onwards and will cater to kids and youth.
Mr Dua said the company has already identified vendors to source various products. “The logistics requirements will be handled by us,” he said.
GMR sports will also be retailing its merchandise range through shop-in shops and various departmental stores. “T3 airport and a slew of shop in shops across various cities would be selling our merchandise,” Mr Dua said without giving any indication on the revenues from the vertical.
According to an ebay report, Deccan Chargers merchandise is the top selling amongst all IPL team at 29 per cent of all IPL merchandise sold on the e-commerce portal, followed by Mumbai and Kolkata Knight Riders at 13 per cent. Delhi Daredevils and Chennai Super Kings account for 9 per cent each.
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