What role does merchandise play in IPL revenue?


IPL 2023 Winner

merchandise—where passion turns into profit and fans literally wear their loyalty! 🧢👕🔥
While it may not be the biggest slice of the IPL revenue pie (yet), merchandise is a growing and strategic goldmine for franchises.

Let’s break down its role in IPL revenue and brand-building 👇

🧾 How Big Is Merch Revenue in IPL?

💰 Estimated Contribution:

  • Currently accounts for ~2–5% of a franchise’s total revenue.

  • For top teams like CSK, MI, RCB:
    👉 Estimated ₹10–20 crore per season

  • For mid/lower-tier teams:
    👉 ₹2–8 crore per season

Not massive (compared to ₹300+ cr from media rights), but it’s a high-margin, long-term play.

🎯 Why Merch Matters (Beyond Money)

🧠 1. Brand Identity

  • Jerseys, caps, scarves = moving billboards

  • It strengthens the emotional connection between fans and franchise.

Wearing a Dhoni jersey isn’t just fashion—it’s faith 💛

📈 2. Year-Round Engagement

  • While matches are 2 months long, merch keeps fans engaged all year.

  • Especially effective during:

    • Jersey launches

    • Fan contests

    • Off-season sales and festivals

🌍 3. Expanding Fan Base

  • IPL’s global reach means fans in the US, UK, Australia want gear too.

  • Online merch stores & international shipping boost non-India sales.

👨‍👩‍👧 4. Family & Kids Segment

  • Kids’ jerseys, fan kits, and “mini-me” merchandise = huge emotional appeal

  • Parents buy into the IPL culture through their children

🛒 5. Co-Branded Collections

  • Collaborations with brands like Puma (RCB), boAt (GT), Seven (CSK) bring in:

    • Design expertise

    • Distribution channels

    • Joint marketing campaigns

🔧 Merch Types That Sell Best:

Item Type Notes
Jerseys Player names, limited editions sell fast
Caps/Hats Especially in stadiums and summer season
Fan Kits Combo of flags, wristbands, stickers
Lifestyle Wear Hoodies, joggers, training wear
Collectibles Keychains, mugs, bobbleheads, NFTs

📦 How It’s Sold:

  • Official websites & mobile apps

  • On-ground stores at stadiums during matches

  • E-commerce giants like Amazon, Flipkart, Myntra

  • Retail partners (e.g., Puma for RCB, CSK’s own stores)

  • Pop-up fan zones/events

📲 Smart Strategies Franchises Use:

  • “Jersey Reveal” videos go viral pre-season

  • Limited-edition merch tied to:

    • Player milestones (e.g., 200th game for Dhoni)

    • Special matches (e.g., rivalry week)

  • Fan contests: “Design the team T-shirt” or “Tag to win gear”

  • NFTs and digital collectibles emerging too

🧠 Final Take:

“Merch is more than just gear—it’s the fabric of fandom.”

It builds loyalty, generates buzz, and slowly but surely, it’s turning into a reliable revenue stream with sky-high potential.

Want a ranked list of which team sells the most merch, or what the most iconic jersey drops have been? I got you covered! 🧢👕💥