IPL signs up merchandise partner

Mumbai:

The Indian Premier League has signed a ten-year deal with a sports marketing company to distribute all its official branded merchandise as well as that of original eight franchise teams.

The proposed merchandise to be distributed by IPL's merchandise partner 'Yog Sports' would include apparel (T-shirts, jerseys and caps), accessories like key chains, wrist bands, bags and match day cheering items like flags, cheering sticks and trumpets, a media release said.

These would be distributed at "IPL Match Stores" inside stadiums, multiplexes, malls, high streets, airports, railway stations, metro stations and other public locations where live IPL matches are screened, the release said.

IPL Commissioner Lalit Modi said official merchandise is an integral part of any global sporting league as it helps enhance fans' participation and team loyalties.

"We have defined a collaborative strategy to ensure that IPL fans get access to authentic team merchandise at attractive prices," he stated.

This year IPL's merchandise partner has planned to set up 200 retail stores across 12 cities where the matches are being held this season, the release added.