By ASHWIN PINTO
Indiantelevision.com Team

(15 November 2008 9:00 pm)

MUMBAI: Emerging Media, the UK-based company that owns the Rajasthan Royals Indian Premier League (IPL) franchise, has chalked out extensive licensing and merchandising plans that will cover not just India but also countries like US, UK and Australia where the team has a fan base.

Emerging Media marketing and business development head Utkash Singh says that initial activities have just started. Reebok which is the company's kit partner for a year, has come out with T-shirt replicas. Kids cards replicas are also available and an IPL 2008 Champions T-shirt will soon come out.

Signed memorabilia in the form of bats and balls will also be available, Singh adds.

Going forward the company is looking at partnerships in different categories like FMCGs, linen and kids products. They would use Rajasthan Royals' branding to come out with product formulations.

"The company already has a tie up with IMG who has done backend work to facilitate e-commerce activities on their site," Singh says.

"We are looking at long term deals with partners which would be around for three years. We are also eventually looking at tying up with retail outlets for cross promotional activities. After all, we want our products to reach out across the country," he adds.

While declining to talk about revenue expctations, Singh says that the partners would first pay a license fee. There would then be a revenue sharing arrangement, depending upon the category. "Our aim is to bond with them properly. The 'less is more approach' would be the best way for us to go about things as opposed to simply getting in too many clients who could then see a dilution in value."

The Rajasthan Royals team, winners of the inaugural IPL, will be featured extensively on ESPN Star Sports for a week ahead of the Champions T20 League. There would be profiles, interviews and behind the scenes so that fans would understand what makes this team click so well.

There will also be print activation in the form of inserts and PR driven activities talking about the team. Radio spots will serve as tune ins. In Jaipur and the catchment areas, Emerging Media is doing a consumer activation programme.

"The aim will be to thank fans for their support. There would be meet and greet events organised with key players like Shane Warne. The company is also looking at conducting coaching clinics ahead of the start of the Champions T20 League," says Singh.

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