Commonwealth Games merchandise sales catching up

The long wait to have one’s share for the Commonwealth Games’ merchandise has finally come to an end. Premier Brands, the licensee for the CWG 2010 merchandise which initially pulled out from the association is back in action after differences about business plan were sorted out with Commonwealth Games organizing committee.

We now have an array of products (29 types) which are up for sale across Delhi. The merchandise will also be available at all the competition venues and Games village as well as at the high footfall areas in the capital that includes international and domestic airport terminals, metro stations, selected railway stations and retail outlets.

The official Games merchandise is available at the store set up at the OC headquarters and includes branded sportswear like T-shirts, jackets, casual wear, kid’s apparels, generic items like umbrellas, key-chains, and mugs among others. The product prices range from Rs 25-300 and no product has been priced more than Rs 300 in the first phase of the merchandise launch.

The second phase of sale is set to witness 5-6 new stores being set up in the next few days across Delhi/NCR and over 60 stores at all the Game venues for the sale of merchandise.

Interestingly, its vuvuzelas that have been hot favourite of Delhiites amongst all the merchandise. The instrument came into limelight during Football world cup earlier this year. However, it was later banned at some of subsequent sporting events under complaint from participants. It will be interesting to see athletes' reaction regarding Vuvuzelas in action during Commonwealth Games

Commonwealth Games merchandise launched

The long wait has finally came to an end with the Organising Committee today launching the official merchandise for the Commonwealth Games with 29 products up for sale across Delhi.

The official Games merchandise will be available at the store being set up at the OC headquarters here and includes branded sportswear like T-shirts, jackets, casual wear, kids apparels, generic items like umbrellas, key-chains, mugs, accessories like caps, bags, wristbands and cultural and handicraft items.
The product prices will range from Rs 25-300 and no product has been priced more than Rs 300 in the first phase of the merchandise launch.
"In the beginning, we will start with the single store in the OC headquarters, as well as four mobile vans that will take the merchandise to the doorsteps," said Suresh Kumar, chairman of Premier Brands Limited (PBL).
"From September 6, the products will also be available for online sales at premierbrands.inc. September 15 will see the launch of high-end products," added Kumar.
Earlier this month, PBL had pulled out of the deal with the OC, citing loss in revenue due to the delayed launch for merchandise which was supposed to happen on May 19.
But, Kumar said he has again joined hands with the OC keeping in mind the national interest.
"I am back to serve the country. I am not keeping in mind the losses. Merchandise has always played a big role in spreading the feeling of being part of the Games," Kumar said.
The merchandise will also be available at all the competition venues and Games village as well as at the high footfall areas in the capital that includes international and domestic airport terminals, metro stations, selected railway stations and retail outlets.
The mobile vans, which will visit schools, colleges, residential areas and shopping malls, will be offering a range of products and several other memorabilia.
"A rich plethora of items is being introduced in the market for people to touch and feel the Games. The merchandise range has been created to reach out to the masses," said CWG OC Treasurer A K Mattoo.
The second phase of sales will see 5-6 new stores being set up in the next few days across Delhi NCR. Over 60 stores will be opened at all the Games venues for the sale of these products.

Merchandising partner pulls out of Commonwealth Games

The official merchandising and licensjavascript:void(0)ing partner of the Delhi Games, Premier Brands had been contemplating to withdraw as the delay in starting the process is amounting to huge losses every day.

"We have decided to withdraw from the Commonwealth Games as the project has got delayed too much," chairman of Premier Brands Suresh Kumar said.

"The contract to produce the merchandise was signed on May 19 with a minimum profit guarantee of 15-20 percent, which could have been around seven crores.

"But it got delayed by around three months and if I consider the 15-20 percent profit margin, it will come down to around 3 crore where as I am investing 13 crores. I can't effort to incur such huge loss," he added.

The launch of the project was originally scheduled for June 24 when the Queen's Baton Relay entered India through the Wagah Border.

The project included various initiatives like having a website for merchandising products, opening outlets across the Games venues and stores across shopping malls, metro stations and the airport.

Merchandising is an integral part of big-ticket sports events around the world, and is usually one of the primary techniques to earn back the money that has been invested in infrastructure and the conduct of the event.

Merchandising for the 2008 Beijing Olympics had started as early as three years before the Games. Even 2012 London Olympics' flagship store and online sales have already started although it is still two years to go.

Meanwhile, Cabinet Secretary K M Chandrasekhar on Friday held a meeting with all the ministries concerned with the Games to take stock of the preparations.

Chandrasekhar had been visiting the Games venues for the last few days to oversee the preparations for the October 3-14 event.