| dc.description.abstract | In India, the sports merchandise market is at a really nascent stage — registering sales revenue
of barely $41 million or so. Currently, most of the sales are through the cricket segment, where
IPL teams have been pushing merchandise including T-shirts, key chains, caps and so on, but
none of them has really set the market on fire. We may attribute some of this recent poor
performance to COVID-19, which not only reduced people’s disposable income but also
prevented fans from being at the stadiums, which meant even lesser incentive to wear the team
colours, however, we believe the worst is behind us, and that there is a huge scope for this
market to grow and go towards the direction of what football, NBA and American football
clubs have been able to achieve in the west.
Through this course project we aim to understand the demand for sports merchandise in India,
the kind of merchandise people want to buy, the various attributes they value and finally the
price that they are willing to pay for licensed merchandise. | en_US |
