Innovative Victorian new media company My Heroes has inked a deal with Indian Premier League (IPL) team Rajasthan Royals that will allow its fans to connect personally with their favourite cricket players across a number of media forums, it was announced here on Tuesday. Victorian and Australian great Shane Warne had captained Rajasthan Royals in the first four editions of IPL, leading them to victory in the inaugural edition.
Minister for Innovation, Services and Small Business Louise Asher said the deal was just one of many successful outcomes following the Victorian government's super trade mission to India earlier this year.
"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 cricket heroes," Asher added.
My Heroes specialises in digital and electronic products including personalised items such as cards, posters, milestone and growth charts, calendars and electronic products as well as "hero apps" for mobile phones, iPads and iPhones.
Asher said the growing Indian market enabled My Heroes 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," she added.
My Heroes' Chief Executive Officer Jon Field said he was delighted the company had been able to secure the partnership with the 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.
"The super trade mission was certainly a catalyst for this deal."
"Support from the Victorian government has helped enable us to build successful relationships and an extremely exciting new media venture in India," Field added.