So, what is the next opportunity for cricket franchises? The next frontier lies in the world of merchandising, not only as a significant revenue generator but also as a powerful tool for fan engagement and global brand building. In a recent milestone, the ICC Men’s World Cup 2023 witnessed a groundbreaking achievement in sports merchandising as sales of the Indian team jersey soared to unprecedented levels, surpassing half a million. This is a wonderful example of merchandising done right – while Adidas laid the foundation with a great pricing strategy, distribution partnerships with Blinkit and other e-tailers such as Amazon, Myntra and Meesho, became the driving force behind the surge, ensuring that fans received their coveted jerseys and other merchandise for key matches and celebratory moments.
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