Blow for CWG, Merchandising company, Premier Brand pulls out

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Old 14-Aug-2010
Blow for CWG, Merchandising company, Premier Brand pulls out

New Delhi, August 13

The preparations for the CWG today suffered another blow when the official merchandising partner of the games, a firm called ‘Premier Brands’ pulled out its contract. The company was supposed to supply merchandising items like T-shirts, mugs, coins and perfumes by July. Premier came on board on May 19, but the company says four delays so far have cost it mammoth losses. Items were meant to go on sale when the Queen’s Baton Relay entered India on June 25.

However, according to sources the merchandising sponsor Premier Brands was asked to put these items in deep freeze till 6th August. “They (the OC) have asked us to launch the product from 6th August but they are still not completing the formalities,” said an official from Premier Brands admitted. The move has been expected to have caused severe dent in the revenues of the company as well as of the organisers who have hoped to make from these merchandising items, which normally sell like hot cakes before any big-ticket sporting event.

The upcoming Commonwealth Games (CWG), which are just 49 days away to be held in New Delhi seems to be mired in many controversies. Allegations are flying thick and fast. The Organising Committee (OC) of the CWG who has been dragging its feet earlier on the release of the official merchandise for the sporting event, is in a fix now.

The first phase of sales of merchandising items was to begin from the second week of July, with sales vans and a store at the OC headquarters being the points of purchase. “Early marketing of these merchandising items would have created the much-needed hype and awareness which the CWG sorely needs,” said an OC member.

Pirated products with commonwealth logo were also reported to have hit the market some time ago. Several merchants were selling unofficial branded products with the mascot printed on them.

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