CSK eyes revenues from IPL merchandise sale

India Cements, the owner of last year’s IPL trophy holders

Chennai Super Kings (CSK) has decided to generate revenues by unleashing players’ yellow jerseys and other merchandise at affordable rates at the M A Chidambaram Stadium on April 4 when the first match of IPL 5 kicks off. After introducing the merchandise during the first IPL match, it also plans to spread its regional distribution to ramp up revenues from the business. Last year, CSK earned around Rs 1 crore from merchandise sales. According to estimates, 67 per cent of the revenue of global sports teams comes from merchandise sales.

The company feels that by maintaining affordability of its merchandise, it will not only make good business and generate revenues but also keep the fake merchandise floating in the market at the bay. It will launch jerseys for Rs 200, which will be primarily sold around the stadium and in B and C markets. The team is also in talks with distributors across Tamil Nadu to build a wide distribution network.

CSK is also planning extend its product range by adding mugs, napkins, cups and friendship bands. It would also introduce an exclusive store at the Chennai airport apart from setting up CSK zones at Café Coffee Day outlets in major cities.