Thursday, June 17, 2010

Games T- Shirts, Caps and Other Merchandise in Market from July

From next month, expect to see the market flooded with T-shirts, pens and other merchandise sporting the Delhi Games 2010 logo.

As part of the organizing committee’s (OC) efforts towards revenue generation, licenses for sale of products associated with the Games have been given out. These products are scheduled to hit the market by next month, according to sources.

Said a senior OC official, ‘‘From T-shirts and jackets to mugs and fridge magnets, a whole range of products with the Games logo will be on sale from July.’’

The merchandising and licensing function is expected to be one of the main sources of revenue for the OC, which has got a loan of Rs 1,620 crore from the Central government for the Games. The OC expects to repay the loan with the revenue earned from sponsorship deals and TV rights.

However, till date, few big deals have been inked apart from those with Bajaj, Coca Cola and a handful of others. Said a senior OC official, ‘‘The licenses for Delhi Games merchandise however, should go a long way towards raking in the revenue.’’

Apart from products like caps and clothing accessories, the OC is also going to allow manufacturers to put the Games logo on wrist bands; umbrellas; key chains; generic items including stationary, collectible, sportswear, casual wear, kids and infant apparel, toys; lifestyle and luxury products; and cultural and handicraft items. Sources in OC say that it will also look into branding artwork, so that it can be a part of the merchandise that would be on offer.

The OC is also planning to tie up with individual groups or organizations for artwork that would be linked with the Games theme, officials said.

Incidentally, the licensing process has been in the works for a long time now. The OC had originally floated the merchandising RFP (request for proposal) in November 2009 to begin the licensing process early for starting generation of revenue. However, the tender was ultimately floated only in April this year. Interestingly, revenue generation by the OC has been under the scanner as not many big deals have been signed by the sports body for the upcoming Games.