Melbourne: Indian Premier league side Rajasthan Royals has signed an exclusive contract with an Australia-based media company, My Heroes.
According to Victorian Minister for Innovation, Services and Small Business Louise Asher, the deal was just one of many successful outcomes following the Victorian coalition government's super trade mission to India earlier this year.
"My Heroes partnership with the Rajasthan Royals, who represent the state of Rajasthan in the Indian Premier League, will allow fans to connect personally with their favourite cricket players across a number of media forums," Asher said in a statement on Tuesday.
"By accessing celebrity and team-based intellectual property, My Heroes will develop a suite of fan-based interactive products, using traditional and new media, to connect India's youth to their cricketing heroes," he said.
My Heroes specialises in digital and electronic products including personalised items such as cards, posters, milestone and growth charts, calendars as well as 'hero apps' for mobile phones, iPads and iPhones.
Asher said the growing Indian market has enabled My Heroes to position itself as a leader in digital and electronic personalised sports and entertainment products across the world.
"My Heroes has leveraged its strategic competitive advantage in the Indian market, connecting fans through sport and entertainment," Asher said.
The company's chief executive officer Jon Field said he was delighted to forge a partnership with Rajasthan Royals.
"During the super trade mission to India earlier this year, we were able to engage with key contacts including the Rajasthan Royals, other Indian Premier League teams, the League's governing body, as well as various Bollywood talent management companies with whom we had existing relationships," Field said.