Days after raids were carried out by a local commissioner of the Delhi high court on outlets dealing in counterfeit Delhi Games 2010 merchandise, the organizing committee (OC) has asked the company, Premier Brands, selected to manufacture and sell Games merchandise to bring out the products by the end of this week.
Premier Brands is a wholly-owned subsidiary of Compact Disc India Ltd and an organized brand licensing and merchandising company.
The merchandising and licensing function is expected to be one of the main sources of revenue for the OC, which has got a loan of Rs 1,620 crore from the Central government for the Games. The OC expects to repay the loan with revenue earned from sponsorship deals and TV rights. However, up to now, few big deals have been signed apart from with Bajaj, Coca Cola and a handful of others. Said a senior OC official, “The licenses for Delhi Games merchandise should go a long way towards raking in the revenue.”
Apart from products like caps and clothing accessories, the organising committee is also going to allow the manufacturer to put the Games logo on wrist bands, umbrellas, key chains and generic items including stationery, collectibles, sportswear, casual wear, apparel for kids and infants, toys, lifestyle and luxury products and even cultural and handicraft items.
OC sources said it will also look into branding art work, so that it can be part of the merchandise that will be on offer.
The organising committee is also planning to tie up with individual groups or organisations for art work that will be linked to the Games theme, added officials.
Lalit Bhanot, spokesperson for the organizing committee, said that the latest incident of fake Commonwealth Games merchandise has promoted the organizing committee to come out with public notices regarding copyright infringement on a regular basis.