After riding away with the IPL 5 trophy, the Knights are now planning to set up an exclusive fan club. Euphoric after the win, Kolkata Knight Riders (KKR) want to up fan engagement by offering special packages and discounts through an exclusive fan club.

According to Mr Venky Mysore, CEO and MD of KKR, the team is planning to set up a “Knights Club” for fans. Membership will entail rebates on shopping at retail chains and special packages including KKR merchandise. Membership will also allow fans to earn points that can be reimbursed in purchasing tickets.

Plans are also afoot to shore up revenues through merchandise targeting school children.

“We are still ideating on the nitty-gritties of the plan. A final shape will be given in another two months' time, before the T-20 Champions League,” Mr Mysore told Business Line .

The CEO added that the biggest challenge for the brand would be to engage fans during the non-cricketing season and leverage it.

Merchandising

Apart from tie-ups with premium online casual-wear retailer Freecultr for its apparel range, KKR is planning to enter new licensing and co-branding agreements for non-apparel merchandise. The new range is likely to include non-apparel merchandise such as school stuff for kids.

“We do not want to compete with Freecultr. We need to build on that and have a new merchandising range,” he added.

Sponsorships

Asked if the IPL victory would mean new sponsorships for the team, Mr Mysore said that there was no space left on the jersey for new sponsors. He, however, did not rule out the possibility of having additional sponsors. KKR already has 22 sponsors – the highest for any IPL team.

“Most of our sponsorship agreements are till the Champions League. But we need to think of new ways to include them,” Mr Mysore said.

>abhishek.l@thehindu.co.in

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