Indiantelevision.com Team

(30 April 2008 2:00 pm)

MUMBAI: The International Cricket Council (ICC) has appointed Licensing in Motion (LIM) as its official licensing and merchandising partner to manage, develop and produce merchandise and memorabilia for the ICC.

Lim, which has been granted this contract for eight years, is a joint venture between Velocity Brand Management (VBM) and Sports & Entertainment Limited (SEL). The contract will cover all ICC’s merchandising and memorabilia needs, including those related to ICC events.

Lim has a track record of providing merchandise at such events as the ICC Cricket World Cup 2007 in the West Indies, the ICC World Twenty20 2007 in South Africa and the ICC Johnnie Walker Super Series 2005 in Australia .

It is also the official licensing agent for Cricket Australia and the Indian Premier League team's Delhi Daredevils. It also has partnerships with other sports bodies such as the Australian Rugby Union, National Rugby League (Australia), the New Zealand All Blacks rugby team and the Sydney Opera House.

Lim will be the worldwide exclusive agent for the ICC with respect to all of its events and brands for the period up until the ICC Cricket World Cup 2015. It will oversee the production of a formal range of products including supporter apparel and leisurewear, memorabilia and headwear.

ICC GM- commercial Campbell Jamieson says, “This is a good deal for cricket fans. It will enable a comprehensive licensing programme to be developed providing consistency of product and quality throughout the term of the deal,” he added.

VBM MD James Ashworth says, “We are really excited to become the ICC’s partner and we’re looking forward to establishing with the ICC and its stakeholders a world-class global merchandising and licensing programme.

“This is a great opportunity to establish a long-term programme that will supplement and enhance all of the ICC’s tournaments."