Mumbai-based Dream Theatre joined hands with Brandon Company, an affiliate of Puma, to produce Arsenal Football Club merchandise for India. Arsenal and Puma’s new partnership sees the sports apparel brand becoming the new official kit partner of the Gunners from the 2014-15 season. Dream Theatre is looking at a minimum turnover of Rs 300 crore from the Arsenal line of products in two years. The Puma deal that came into effect on July 1, 2014, represents the biggest deal in Arsenal’s history and the new licensing element will be supported by both Puma and Brandon. Dream Theatre had set up a sports division earlier this year and has been responsible for managing the FIFA merchandise programme in India. The association with Brandon will develop Arsenal merchandise across categories such as apparel, sleepwear, loungewear, and kids wear, back to school supplies, bags and sporting goods. The licensed merchandise will be available at leading retail chains, department stores along with popular e-commerce portals across India at prices ranging from Rs 250 to Rs 3,000.
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