MUMBAI: Delux Sports has been official distributor for various brands namely, Head, Donic, Gunn & Moore, Unicorn, Powerglide etc. Recently, it tied up with German soccer brand UHL Sport which specializes in soccer products. Delux Sports has been appointed as exclusive distributors for their soccer products across India.
“The partnership will bring superior quality soccer products to the Indian market at affordable price range," says Delux Sports International director Dinesh Saini.
The initial duration of the long term deal is for five years.
Mentioning financial details on the tie up, he says, “We will be investing Rs 40 lakhs (Rs 4 million) annually for this deal which will focus majorly on promotional activities and creating an identity for the brand during the first 2-3 years.”
“Our promotional activities will focus more on the grass root level initiatives by organizing training programs, sponsoring clubs, organizing school leagues annually along with tying up with major football tournaments namely, Durand Cup, Subroto Cup, National Sports League etc,” says Saini.
“At present, I cannot disclose the names of the clubs, but these are clubs from Kolkata and Goa,” he adds.
UHL Sport is the official ball of the 123rd edition of the Durand Cup. The ball has passed various tests from Fifa and is certified to be 'IMS’ (International Matchball Standard).
“We would be spending more than 50% of our investment on marketing and promotional strategies,” Saini states.
The product range i.e., the football kit includes, football, gloves, shoes, stockings, apparels etc. “We have two categories of products; the top-end will cater to the professionals while the middle-end products will cater to the non-professional football enthusiasts,” says Saini.
The price range for the football will be Rs.450 to Rs 2000 and for the kits the basic price range starts from Rs 600.
Delux Sports has a distribution network of 400+ retailers and the UHL Sports products will be available in more than 150 retail outlets across the country.
“We expect high sales from football specific regions namely, Kolkata, Mumbai, Delhi, Goa and Chennai. The total organized soccer goods market as per our research is Rs.40 crores (Rs 400 million). We expect to gain 7% of the total market share in the first year and 20% in the 3-4th year,” he states.
Mentioning future plans, Saini states, “At present we are into sports goods business for sports like cricket, racquet sports and football. We plan to get associated with international brands that are into basketball and soft ball in future.”
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