MUMBAI: Indian Premier League (IPL) franchise Rajasthan Royals announced the signing of leading fashion label Provogue as the team’s ‘Official Fan Wear Partner’ for the upcoming sixth season of the Indian Premier League (IPL).
This is the franchise’s 16th partner. The earlier partner in this category was Puma and that was a four-year deal. The new deal is for a year. The franchise will also announce two more partners in the coming days. Rajasthan Royals and Provogue organised a fashion extravaganza to mark the association.
Interestingly, one of the franchises co-owners Shilpa Shetty Kundra collaborated with the brand’s designers and has unveiled her creations for Provogue that are specially crafted for the franchises fan community. The collection aims to embody the best of suave and sophisticated yet youthful and fun dressing at the same time.
Taking a break from their on-field performance, the entire Royals brigade including, Captain Rahul Dravid, Ajinkya Rahane, Shaun Tait, Brad Hogg and Kevon Cooper, walked the ramp displaying Provogue’s range of merchandise adding to the extant oomph factor.
The high point of the evening for Provogue’s grand collection was Shetty sashaying down the ramp with panache in the fan wear designed by her. Provogue CEO Tim Eynon said, “We are very thrilled to be associated with a team like Rajasthan Royals as Official Fan Wear Partner for this season of the IPL. Tonight we‘ve showcased among the very best in our specially created Spring Summer 2013 collection and we’re sure fans will love the ensembles. Cricket and fashion on one grand stage in a one-of-a-kind event, we really can’t ask for more!”
Rajasthan Royals CEO Raghu Iyer said, “Provogue saw that if the IPL was used at a price point there would be a business opportunity for a lifestyle brand like it. There will be a lot of on-the-ground activation in malls. The products will be available initially in Rajasthan, Mumbai, Delhi and Bangalore, and contests will be organised. Provogue’s activities will result in the Rajasthan Royals brand name being hyped. The deal involves a licensing fee as well as revenue sharing. Our aim is to create meaningful connect and excitement with our fans which is how our licensing and merchandising business will grow. Our fans are truly the brand ambassadors of Rajasthan Royals and carry the team’s spirit wherever they go.”
Shetty said, “We are excited about this new venture with Provogue. Designing clothes has been a wonderful experience and I am delighted to have had a chance to do it for our fans. The collection is innovative, high quality, originally designed and priced to suit the taste and desires of our fan community.”
