Indiantelevision.com Team

(6 March 2010 7:25 pm)

MUMBAI: The Indian Premier League (IPL) expects to seal 80 licensing and merchandising deals as it aggressively pushes for revenues from this segment this year.

Four deals have already been done and two more are to close soon, reveals IPL chairman and commissioner Lalit Modi.

The IPL had earlier announced a tie up with Swiss watch brand Bandelier which launched its collection today.

Modi says that licensing and merchandising is long term in nature. “It takes around nine months for products to hit the market. We are not interested in somebody simply slapping our logo onto products. We want partners who will create unique products that represent our brand values. Bandelier has become the first licensee of the IPL. I am certain that cricket fans from all over the world will take to the brand.”

Modi also clarified that this deal does not clash with the deal that the Kolkata Knight Riders have done with Tag Huer. The price points are different and the Bandelier products are the mid-range segment.

Bandelier’s IPL Trophy collection has four variants, one large, one medium and two small. The nine variant dials have the IPL or team colours on the tachymeter while the case back is engraved with the individual team of IPL logo. Interestingly the turning bezel on the men’s model also allows for a countdown function of the overs in a match.

Finex Lifestyle Works MD Raouff Ansari says that additional models as well as special and limited editions will be unveiled once the tournament starts. The aims is to sell around 10,000 pieces globally in the first year. The company is tying up with watch retailers in ICC countries as well as in countries that have a sizeable Indian diaspora. Ladies watches start from Rs. 45,000 while men’s watches start from Rs. 70,000.