Indian licensing company ties up with FIFA, top European clubs

NEW DELHI: Apart from its biggest-ever contingent of fans and scribes, India will be represented at the FIFA World Cup by Dream Theatre, which has established itself as the country's top sports licensing company by tying up with European giants Real Madrid and AC Milan.

Having already tied up with FIFA and Real Madrid, the Mumbai-based licensing and brand management agency is now partnering with adidas to develop the licensing business of Italian footballing giants, AC Milan in India.

It will be doing the same for FIFA and the nine-time Champions League winners from Spain.

Acquiring its third partnership in sports licensing, Dream Theatre has firmly cemented its position as pioneers of sports licensing business in India.

"We have been given the mandate for World Cup by FIFA to launch products in four categories - non-technical apparel, watches, eye wear and sporting bags," said Jiggy George, founder and CEO of Dream Theatre Private Limited.

Asked what exactly spurred the company to associate itself with Real Madrid and AC Milan, George said that it was the two clubs' pedigree and the galaxy of superstars that have played for and are still turning out for them.

The association with Adidas to develop AC Milan's licensing agreement will promote a range of merchandise's across categories such as sporting goods, apparel, gifts and novelties, toys and games, electronics, back to school, stationery, home ware, home furnishing, personal care and more.

The licensed merchandise's will be available at leading retail chain stores, department stores and standalone outlets, along with popular e-commerce portals. The products will be easily accessible across India with prices ranging from Rs 250 to Rs 3000.

The Sports Licensing business (worldwide) stands approximately at $ 17.5 billion, generating $ 800-$ 900 million in royalty revenue annually. Sports licensing accounts for about 11 per cent of the global market.