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Ahead of the fifth IPL season, Kolkata Knight Riders (KKR) is ready to embark on a marketing blitzkrieg. Other than merchandising pacts, the franchise has put in place a new ticket structure.
The Shah Rukh Khan-owned franchise has tied up with online retailer “freecultr.com” for sale of apparels. This apart, KKR will for the first time set up retail outlets outside stadiums to sell its own branded merchandise. These will include both apparel and non apparel items.
According to Mr Venky Mysore, CEO and Managing Director of KKR, the franchise will set up four to six merchandise stalls - as allowed under IPL rules. Talks are now on with other franchises to set up “away-stadia” stalls at other IPL venues where KKR would play.
“We have entered into a pact with ‘freecultr' for on-line sale and distribution of KKR merchandise. Products will be available soon on this channel,” Mr Mysore, told Business Line . He, however, did not reveal anything on the pricing of apparels.
Tie-Ups
Freecultr, according to KKR officials, will manufacture the entire range of “KKR” branded casual wear that include polo and printed T-shirts and jeans. Freeclutr is also in negotiations with retail chains for sale of merchandise.
Reebok will continue as the official sponsor of the KKR jersey. Team jerseys and some other products will also be available at Reebok stores.
Mr Mysore, added that the franchise is looking forward to shore up its revenues from alternative sources which include merchandising. “Our income from merchandise was negligible in the previous years. We hope to shore up revenues from alternative sources in the coming days,” he added.
Chennai Super Kings, another franchise, has reportedly made plans for marketing its jerseys in B and C category markets.
Ticket pricing
The other change this season has been a tweak in ticket prices – lowest at Rs 300, marking a 25 per cent reduction. The minimum ticket cost last season was Rs 400.
“The Rs 300 category tickets are aimed for students. We hope it to be a big draw this season,” Mr Mysore added.
Currently, tickets are priced between Rs 300 and Rs 9,000.
“Like last season our aim is to generate 30 per cent of our revenues through ticket sales,” he added. KKR will also sell tickets online through its Web site.
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