Lotto extends deal with Indian partner

Lotto Sport Italia SpA, the Italian sporting goods company, has signed a 15-year licensing agreement with the Indian company, Sports Lifestyle. In lieu of a successful co-operation during the current agreement term, first signed in July 2007, they announced the extension of their

licensing contract for an additional 15-year period. The agreement includes production and distribution of Lotto branded products in India to start from January 2011.

Luca Tomat, Business Unit Director Asia-Pacific of Lotto Sport Italia, averred, “The new licensing agreement testifies the success of Lotto Sport Italia’s relationship with Sports Lifestyle over the first contract term. It is providing our partners with the confidence necessary for a long term union justifying the engagement into the high marketing investments necessary to adequately promote the brand into this vast and promising market.”

One of Lotto Sport Italia’s main development strategy is, brand expansion in key emerging markets. In this respect, the Indian company has played a significant role. One of the principal approaches was the development of its retail network through exclusive brand stores in major cities. Since October 2008, the number of Lotto Sport Italia brand stores in India has grown to over 30 and this number is set to multiply aggressively through the extension of this licensing agreement.

Along with exclusive brand outlets, Sports Lifestyle has established a successful presence in more than 100 shop-in-shops, utilizing large multi-brand outlets, such as Shoppers Stop, Reliance Footprints, Ritu Wears, Ebony, Standard Max, Central, Pantaloon, Planet Sports and over 1,500 independent stores spread all over the country.

Lalit Kishore, Founder and Managing Director of Sports Lifestyle says, “This is possibly the longest deal signed by any international brand in India, indicating the confidence and belief Lotto Sport Italia has in the Indian market, along with the satisfaction of the strategy, execution and strength that we demonstrated through the past two years of our working relationship. Lotto was the first and only international sports brand available on local territory until the early 1990s. It has managed to carry the maximum consumer recall. We are determined to make the Italian brand the most significant sports brand in India.”

Founded in 1973, the Italian company is a leader in the production and distribution of footwear, apparel and accessories. Starting with tennis and football footwear the company has expanded into other sporting arenas such as running, futsal and fitness. Leisure has subsequently become an aligned focus for Lotto Sport Italia and its partners, thus creating leisure and sports inspired collections. “In the coming few years, we all expect Lotto to keep getting momentum and eventually be playing a prominent role among the top five international sport brands in the country,” opined Tomat.