In a first for any IPL team, Bengaluru franchise Royal Challengers Bangalore (RCB) has decided to explore retail merchandise of licensed products globally as a potential revenue stream.
The Diageo-owned team aims to cash in on the popularity of cricket in India, brand RCB and dashing cricketer Virat Kohli.
The team authorities have signed Black White Orange Brand as their global licensing partner besides roping in knitwear brand Status Quo to launch apparel range.
On its part, Black White Orange will expand the merchandise into figurines, mobile covers, back-to-school product range and more in the coming months.
The first to hit the stores will be lifestyle fashion apparels, including t-shirts, under RCB athleisure. This will be for the first time that any IPL team has an apparel range beyond the traditional offering of player and fan kits.
“While the IPL season is over, the journey is not. And we want to build RCB as a lifestyle brand which remains relevant throughout the year and not just during the two months when IPL is on,” Amrit Thomas, chairman, RCB and CMO, Diageo India, has reportedly said.
Thomas is of the view that the merchandise will allow the team to build a stronger bond with fans, who form the true force behind the franchise. “Each of our designs are an extension of the team’s fearless and bold attitude which resonates with the youth of today,” he added.
It is said that along with Black White Orange, RCB will be crafting different types of unique merchandising categories to be retailed to fans and the first milestone is the launch of RCB Athleisure Wear.
The RCB Autumn-Winter 2017 will have about 24 options and Status Quo is manufacturing around 20,000-25,000 pieces of merchandise. Later, when IPL’s next season kicks off, the Spring-Summer collection will be launched which will see over 37 options and 40,000-50,000 pieces in market.
