Kings XI Punjab inks six-year L&M deal with Miroma Entertainment for MG of $6 mn

MUMBAI: Indian Premier League (IPL) franchise Kings XI Punjab has inked a six-year licensing and merchandising deal with UK-based Miroma Entertainment for a minimum guaranteed amount of $6 million, a top company executive said.

The Mohali franchise will also get royalty revenues. "We expect the business to generate revenue of at least $25 million over the course of six years. Earlier we tried different models including doing it ourselves or giving it to a local agency but it did not quite work out," Kings XI Punjab COO Col. Arvinder Singh told

The deal with Miroma Entertainment will expand Kings XI Punjab?s brand reach to the overseas markets where there is a strong Punjabi population.

Said Singh, "We see the US, UK and Canada as important overseas markets as they have a good Punjabi diaspora. We got feedback from our fans through channels like social networks that our products were not available there. Merchandise will include things like T-shirts, flags, key chains and scarves. As our Master Licensee, Miroma will do deals with companies in different areas like linen, food, shoes and stationery. The sky is the limit in terms of the number of licensing partners that sign up."

The products have started to roll out and will be more visible once the IPL starts.

Latest Reads
MP Birla Cement celebrated Independence Day with a flag without colours

Every year, at the stroke of the midnight preceding 15 August, India wakes up to pay a tribute to freedom. The nation celebrates Independence Day. The tricolour narrates a story of change and centuries of struggle. Together, the bands of saffron, white and green sing an ode to self sacrifice,...

MAM Media and Advertising Ad Campaigns
Coca-Cola restructures its leadership positions

Coca-Cola India has announced changes to its leadership structure with Sundeep Bajoria, earlier VP- strategy and insights, being elevated to VP--South West Asia (SWA).

MAM Media and Advertising People
Dentsu One uses a cat to endorse new Honda Jazz

Honda Jazz in collaboration with its creative agency Dentsu One, has launched a new campaign for its latest upgrade.

MAM Marketing MAM
Menaka Menon joins Leo Burnett Orchard as EVP & branch head for Bengaluru

Leo Burnett Orchard, The Leo Group’s full service integrated agency, has strengthened its senior management.

MAM Media and Advertising People
MMA India holds first ever Ideathon, addressing brand challenges in a mobile first economy

The Mobile Marketing Association (MMA) in India will introduce its first ever Ideathon, a 30-hour nonstop hackathon to address and solve brand challenges in a highly competitive environment.

MAM Marketing Brands
Tiger Shroff joins 6 Pack Band 2.0 for mental disability awareness

Being differently abled is not a choice, however, acceptance certainly is. And the youth film studio of Yash Raj Films, Y-Films, launched India’s first ‘Isspeshal band’, the Red Label 6-Pack Band 2.0 comprising of six teens between the ages of 13 to 18 with special needs but incredible music skills...

MAM Marketing MAM
Kotak 811’s initiative of inclusiveness on digital gets support

The #IndiaInvited campaign by Kotak 811 builds on the insight of inclusiveness for everyone irrespective of personal or physical characteristics and draws attention to how 811

MAM Media and Advertising Ad Campaigns
HUL top advertiser; Dettol enters top 5 in BARC week 32

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 4 August to 10 August 2018.

MAM Marketing Brands
SBI hands over media mandate to DDB Mudramax

Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories