Any commercial activity always thinks about maximizing the revenue and this is built around the brand. The owners of the teams therefore have decided to increase the flow of money in the coffers by as innovative means as can be possible. When IPL's second season would begin, there would therefore be a whole bunch of merchandise and it would not only include t-shirts, but key chains, caps and even lassi glasses would be branded as merchandise for the fans to show their loyalty.

The concept of sports merchandise is still in its nascent stage in India though world over wherever league based tournaments are player, it contributes in a big way to the revenue of the team, and in some cases it could be as high as 35%. If the team owners of IPL were able to attain even 10% figures this time around, it would be a major boost to its income making efforts. The merchandise is a major area for revenue, as gate revenue does not contribute much to the coffers, so innovative and area specific approaches are being adopted.

So it may be found that the Kings XI from Punjab would be merchandising the lassi glasses, but it may not have any applicability to other teams. The adaptations are being tempered to the local realities. Therefore we may see a local variant of coffee cup being merchandized by the Chennai Super Kings, and can a new fish become a brand identity for Kolkata Knight Riders. New, because Mohan Bagan and East Bengal each have patented two fishes as their identities, so for KKN some new fish may be needed.

One more change is that the T-shirts would be of an affordable quality so that the duplicates do not make inroads.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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