| MUMBAI:
The cricket club family is growing. Indian Premier League (IPL) franchise Rajasthan
Royals has teamed up with other overseas cricket clubs to launch a Twenty20 global
cricket franchise, a move that is set to bring about a radical change in the cricketing
economy. Titled
Royals2020, Rajasthan Royals' gameplan can help it swing into a global brand as
it strives to have a competitive team in each of the main cricketing markets around
the world. The
founding teams will represent the major cricket playing countries of the world.
India is represented by the Rajasthan Royals, winners of the inaugural Indian
Premier League in 2008, while UK-based Hampshire Hawks becomes the Hampshire Royals.
In
the West Indies and in South Africa, negotiations are in the final stages for
Trinidad and Tobago and Cape Cobras to become Royals. In Australia, discussions
are on to formalise the involvement of their leading domestic team to complete
the founder members. Says
Rajasthan Royals and Royals2020 chairman and co-founder Manoj Badale, “The
cricket schedule is busy, and we want to build a year round opportunity for fans
to see a Royals team across the world. The IPL is once a year which is tough on
our fans, young developing players, and commercial partners. The solution is to
take the Royals Brand global… host Royals events alongside the existing domestic
schedules. The
itinerary is being drawn. The first Royals festival takes place in the UK in July.
In December, another festival will take place in either South Africa or Australia.
And Middle East will have its share in March 2011. The
Royals2020 mission is to grow the commercial platform and fan base for the cricket
clubs. Says
Badale, "This is a major innovation in world sport, and it represents a great
opportunity for the clubs, but also an opportunity for fans and sponsors to be
part of something totally unique and exciting. The response that we have had from
fans overseas over the past two seasons has convinced us to expand our ambition.
Our brand values are well known, and well understood… team first; win from
anywhere; always innovate." The
partner selection is based on: records and commitment to Twenty20 Cricket; commitment
to player development; potential for a unique in-stadia experience; and a cultural
and commercial fit with the Royals ethos. The
member clubs can provide a commercial window on new markets, a commercial fee
for the naming rights, and participation in the annual ‘Royals Festivals’.
There is also potential for knowledge sharing, talent sharing and participation
in a central revenue pool.
Teams will get revenue from the naming rights, the Royals events, from the central
commercial rights programme
from the central licensing / merchandising, from
central pool and for local grass roots initiatives.
In addition 10 per cent of the proceeds from all activities will go to a mix of
global and local charities chosen on an annual basis. For
sponsors and partners, the aim is to create a global but local marketing platform.
Players will have opportunities to increase exposure and awareness within the
IPL. Says
Rajasthan Royals CEO Sean Morris, “The opportunity to be part of a global
brand is a unique one across all sports, and will enable us to take advantage
of the changing landscape in cricket, not least in the areas of marketing and
talent development.” | 
