The decision to fast track sales comes on the heels of the organizing committee coming out with a public notice about its copyright of the Games logo and design earlier this week.
According to Bhanot, the IPR for the logo and other Games-related designs were registered some years ago but were again taken out as a public notice because the OC had received several complaints about copyright infringement.
‘‘The latest incident of fake Delhi Games merchandise has prompted the OC to come out with such public notices more regularly,” claimed Bhanot.
Incidentally, Premier Brands was one of the sponsors of the Badminton Association of India at the Asian Badminton Championship earlier this year. It is a wholly-owned subsidiary of Compact Disc India Ltd and an organized brand licensing and merchandising company.
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 revenue earned from sponsorship deals and TV rights. However, up to now, few big deals have been signed apart from with Bajaj, Coca Cola and a handful of others. Said a senior OC official, ‘‘The licenses for Delhi Games merchandise should go a long way towards raking in the revenue.’’
Apart from products like caps and clothing accessories, the organizing committee is also going to allow the manufacturer to put the Games logo on wrist bands, umbrellas, key chains and generic items including stationery, collectibles, sportswear, casual wear, apparel for kids and infants, toys, lifestyle and luxury products and even cultural and handicraft items.
OC sources said it will also look into branding art work, so that it can be part of the merchandise that will be on offer.
The organizing committee is also planning to tie up with individual groups or organizations for art work that will be linked to the Games theme, added officials.