Published
Apr 24, 2017
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Zeven bags ICC merchandise rights for 23 markets

Published
Apr 24, 2017

Indian sportswear brand Zeven, jointly owned by tennis star Mahesh Bhupathi and former Nike country head Hemachandra Javeri has bagged the rights for International Cricket Council (ICC) merchandise in 23 markets, including India, according to a report in the Times of India.


Zevenworld



The four-year contract gives Zeven exclusive licence rights to apparel, accessories and select footwear, including replicas and lifestyle ranges of ICC. The merchandise will also sport Zeven logo except in the case of replicas.

“There exists huge opportunity to develop cricket-inspired lifestyle merchandise like in football and in tennis,” Zeven director Bhupathi said.

“There is a big gap between exorbitantly priced authentic replicas and cheap counterfeits. Zeven will service this need with our reasonably priced offerings at great quality,” Bhupathi added.
 
The geographical scale of the merchandising deal is probably the biggest in cricket, where the business has been heavily fragmented despite a $5-billion opportunity globally.
 Zeven has bagged the non-exclusive rights for some other markets like the US, which interestingly has more than 2,500 active cricket clubs.

In its second year of operations, Zeven is ramping up distribution mostly through modern retail channels and multi-brand outlets, though it would operate flagship exclusive stores in the top six metros.
 

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