The International Cricket Council (ICC) has today (July 4) announced the extension of its exclusive licensing and merchandising partnership with FanCode Shop (FCS), the Indian sports streaming platform’s merchandise arm.
Through the deal renewal, FCS will curate official fan merchandise and accessories at the 2023 ICC Men’s Cricket World Cup in India, with the tournament taking place across October and November.
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The brand has been the official ICC merchandise partner in India since 2022.
FCS will operate in-stadia outlets stocked with merchandise covering all 10 competing teams, while for fans across India, it will “lend its expertise towards building and managing an exclusive digital store” for the ICC throughout the tournament, including assisting with “end-to-end product and customer experience, manufacturing, logistics, customer care, and marketing.”
Products will include fan gear such as casual t-shirts, polo shirts, joggers, sweatshirts, vests, and caps, as well as accessories like bottles, coasters, keychains, coffee mugs, backpacks, sling bags; and cricket equipment like bats and balls.
There will also be a junior range launched.
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By GlobalDataLaunched in 2020, FCS built and managed official mega stores for various teams in the 2023 Indian Premier League domestic Twenty20 cricket competition, including the Rajasthan Royals, Punjab Kings, and Kolkata Knight Riders.
It has also partnered with top-tier soccer clubs such as England’s Manchester City and Liverpool, and Spain’s Barcelona, as well as with basketball’s NBA and mixed martial arts’ WWE.
The FanCode streaming platform, meanwhile, regularly covers both international and domestic cricket for an Indian audience, as well as action from various other sports.
Fancode co-founder Prasana Krishnan said: “India is home to the largest base of cricket fans and we want to offer world-class sports merchandise that reflects their pride for the sport and the teams they support. The wide array of merchandise ensures there is something for every sports fan to showcase their fandom.”
Anurag Dahiya, chief commercial officer at the ICC, added: “We are delighted to be extending our partnership with FanCode and giving cricket fans in India access to our best range of merchandise yet. Cricket World Cup fever will take India by storm and every single cricket fan in India will be part of it.”
In early June, the ICC added global logistics heavyweight DP World to its stable of top-tier commercial partners, in a deal encompassing the Cricket World Cup.
The deal includes all major events and World Cups in both women’s and men’s cricket until at least 2027, with DP World slotting into the second tier of ICC sponsors, underneath the body’s six global partners.
The 2023 ICC Men’s Cricket World Cup will run from October 5 to November 19, with 48 matches in total taking place across 10 venues in 10 cities. The Narendra Modi Stadium in Ahmedabad will play host to the final.
Image: Surjeet Yadav/Getty Images
