Opportunities

The CWG 2010 Fever Leads to Licensing and Vice Versa

Commonwealth Games are around the corner and in an effort to reach out to a wider audience and promote the games, the Organising Committee Commonwealth Games 2010 Delhi (OC CWG Delhi 2010) has come up with ‘The Delhi 2010 Licensing and Merchandising Programme.’ Under the programme, the committee is seeking to appoint an official merchandise concessionaire to design, build and operate the online retail shop and games-time venue concessions and superstores (to be located at Delhi-Jawaharlal Nehru Sports Complex) that will retail licensed merchandise. The licensed merchandise will encourage hype, fun and frolic around the historic event and create enthusiasm and excitement among the people. Commonwealth Games are set to create history in Delhi from October 3, 2010 to October 14, 2010.

Manufacturers, retailers and consumers can make the most of it!
There are five intellectual properties (brand properties) related to the games that can be leveraged by an appointed licensee or licensees. And they are Delhi 2010 logo, 2010 Commonwealth games mascot – Shera, games pictograms, signature elements and team India Logo.

Sports enthusiasts are already familiar with the IPs and have developed an affinity towards them. Manufacturers and retailers can cash in on this great opportunity, which will eventually aid in enhancing the whole look and feel of the event by increasing the fan base.

T.S. Darbari, Joint Director General, Delhi 2010 XIX Commonwealth Games reveals, “There is an economic impact of these games. They contribute a lot to the GDP, for instance, Commonwealth Games held at Manchester in 2002, contributed USD 3400 million to the country’s GDP, while that held in Melbourne in 2006 had an impact of USD 1600 million on Australia’s GDP. The forthcoming CWG is expected to have an impact of USD 4940 million on India’s GDP.”

According to Sanjay Mohindroo, Deputy Director General, Technology and Marketing, OC CWG Delhi 2010, licensing and merchandising programme is an integral part of CWG and the primary focus, is to create opportunities that can be leveraged to generate hundreds of crore.

The range of licensed merchandise includes items from apparel and accessories, collectables and publishing, to gifts and home wares, giving a sense of belonging and inclusion to a wide variety of audience. The official merchandise will only be available via officially selected retail outlets initially, and later via Delhi 2010 official stores and the games website. The merchandise is planned to go on sale shortly.

Beware of counterfeit merchandise. Official merchandise will exclusively be available at Official Licensed Outlets and not every retail outlet. Get set to grab your stuff before your neighbour does!

The author is Vrinda Oberai