Zeven, which is co-owned by Indian tennis star Mahesh Bhupathi and former head of Nike’s Indian operations Hemachandra Javeri, has signed a deal covering 23 markets, including India. The four-year contract gives Zeven exclusive licence rights to apparel, accessories and select footwear, including replicas and lifestyle ranges.
Mahesh Bhupathi Zeven director said: “This deal is quite unprecedented in the world of cricket goods, which has hardly evolved beyond replicas and fan merchandising. There also exists huge opportunity to develop cricket-inspired lifestyle merchandise like in football and in tennis.
“There is a big gap between exorbitantly priced authentic replicas and cheap counterfeits. Zeven will service this need with our reasonably priced offerings at great quality. This relationship is also the first step in Zeven's plans to dominate cricket products across the world in cricket-playing emerging markets. We perceive a 'cricket gap' in sports merchandising globally.”