Cashing in on Cricket mania

Retailer: How do you view the contribution of IPL in setting the pace for sports licensing in India?

Amrit Mathur (AM): IPL has acted as a catalyst in setting the pace for sports licensing in India. Building loyalty with a brand/personality amongst a target audience is indispensible in making licensing a success. IPL as a brand will become stronger with the coming years and so will the loyalties with the teams. This loyalty is what many brands have started exploiting and will continue to do so in the years to come.

Retailer: How have you seen the sports licensing market grow over the years?

AM: This industry is rapidly evolving, the start has been promising and the growth now on is expected to be spectacular. The potential is huge for the various players in the game to make the most of the opportunities that present themselves.

Retailer: Are there any special initiatives in the pipeline to target the audience for IPL Season 4? What is in store at Delhi Daredevils’ end for the ongoing season when it comes to licensing and merchandising (L&M)? Who is your target audience?

AM: The Daredevils work with brands that reflect its values and vision. Both licensing and merchandising are instruments for reaching out, extending the brand and for establishing a connection with fans and supporters.

Retailer: Where, in your opinion, do we lack in our approach, when it comes to leveraging on sports events like IPL and CWG?

AM: Sports events of this scale are new to our country, lack of which leads to an underdeveloped L&M market. Leveraging should not be just in terms of monetising but also utilising such events to make our audience more familiar with a sporting culture.

Retailer: How different are things expected this time around? What is the learning from the previous seasons with regards to exploring L&M opportunities around IPL?

AM: As I said this is an evolving area, it has a purely commercial side besides another aspect, which is brand image and profile.

Retailer: Ideally, when should licensed merchandise hit the shelf?

AM: Ideally, merchandise should be sold throughout the year irrespective of the schedule of a sports event. However, what we have seen is that the bulk of action is in and around the tournament. The success of such merchandising strategy depends on how strong the event is in terms of its connection with the target audience. IPL is at a nascent stage, and so are the fans, hence merchandise is not a big money spinning opportunity as yet for teams. Presently an aggressive merchandising strategy during the event would help the event in becoming stronger as a brand.

Retailer: What has been Delhi Daredevils’ marketing strategy till date to market the franchise as a brand and hence, attracting the target audience? How will it be different this year?

AM: The fact that it is a Delhi’s team gives the brand its own personal cachet. Since inception, Delhi Daredevils has strived to strengthen the bond with its city. On entering the fourth season of IPL, our marketing strategy would be different only in terms of connecting with fans beyond the city. In this regard, we realise the potential of digital mediums, such as the website and social platforms. We as a brand need to provide a platform to the already passionate fans to connect with not only us but also with other fans from around the country and around the world. The success of a team is buoyed greatly by the fans who cheer for them, and given the IPL’s limited visibility of two months, it is with them that we can keep the fire going. This is done by activities – online, offline meet-ups with fans and other off season activities like Delhi Daredevils’ Soccer Mania, a football tournament we have been conducting for the past three years, and Cricket Dhamaka, a street cricket tournament previously held in Gwalior as well as Delhi.