World Cup Cricket 2003 merchandise — T-shirts, jerseys, miniature bats, cassettes, stationery, special cookies and more — is all set to inundate the Indian market within a fortnight.
Cricket licensing and merchandise, estimated to be a Rs 100-crore market in the Indian subcontinent, is expected to flood not only India but also neighbouring Pakistan, Sri Lanka, Bangladesh and Nepal.
The cricket paraphernalia is being brought to the cricket crazy nations by Advent, the events and promotions division of the Lowe Group. Advent bagged the exclusive licensing and merchandising rights for the International Cricket Council (ICC) Cricket World Cup 2003. For the project Lowe’s media specialist Initiative Media, will partner Advent in marketing the rights.
The licensing and merchandise rights allow Advent to appoint sub-licensees in different product categories to design, manufacture, distribute and market the cricket World Cup 2003 merchandise.
Among the categories are apparel and accessories, music, publishing, gifts, home furnishings, toys and games and stationery.
Pantaloon India has won the license for apparels and the company expects to make Rs 6 - Rs 8 crore from the sale of its cricket merchandise. It is planning to launch T-shirts, track suits, caps — the complete range for men and children. There will be some products for women too.
Archies Ltd, which has won the license for gifts, will launch mugs (big and small), crayons, notebooks in different shapes, autograph and slam books and more. The products are expected to hit the market between December 15 and 25. Though the Indian food company, Britannia, has got the license to manufacture special World Cup cricket cookies, officials are not divulging any details.
Meanwhile, ICC has appointed a South Africa-based music company to compose the World Cup anthem in Zulu and English. The English version of the anthem will be part of the music album to be launched by Nimbus Communications’ owned Nirvana Music. The company will launch specially composed cassettes and CDs for the World Cup.
According to Octagon’s sources the total merchandise market around the world is $ 109 billion. Of this, sports licensing and merchandising is about 22 per cent.
The World Cup cricket tournament, hosted by South Africa, will spread over Zimbabwe and Kenya and run from February 8 to March 23 next year.