|
| Drives, hooks, sweeps ...Kolkata Knight Riders chase fan spends |
| Pradipta Mukherjee / Kolkata Mar 08, 2010, 01:18 IST |
|
The Kolkata Knight Riders (KKR) team finished way below in the previous season of the Indian Premier League cricket tournament, but when it comes to trying to create brand value, they are ahead of the rest.
KKR has announced an ‘Official KKR Fan Club’ for a membership fee of Rs 495 per person.
Said a spokesperson for Red Chillies Entertainment, the Shah Rukh Khan-led company that owns KKR, “We need to turn profitable and maximise profits. Therefore, we are working on announcing several initiatives.”
The capacity at the Eden Gardens’ ground, which will host the seven home matches of KKR, has been nearly halved to 44,000 seats from close to 85,000 seats in the first IPL season, due to renovation. As a result, revenues from ticket sales would also halve and KKR’s owners are devising ways to ensure they maximise profits. Revenue from these initiatives would be shared between IPL and KKR.
The Official KKR Fan Club membership, in the beginning, would offer members access to exclusive content on the website, receive members’ only newsletters, chances to enter member-exclusive competitions and discounts on KKR merchandise.
Readers who book membership through The Telegraph, the ABP Group’s English daily and one of the largest circulated newspapers in eastern India, will get 10 per cent discount on the membership value (Rs 495). Sources said ABP had paid Rs 15-20 crore to KKR for becoming its official media partner.
Among other benefits, fan club members will receive a gift pack having a KKR sling bag, a KKR jelly wrist-band, a KKR key-chain, KKR T-shirt, a pack of KKR playing cards, a KKR membership card with a unique number and a letter of welcome from Shah Rukh Khan, Juhi Chawla and Jay Mehta, the promoter.
Membership would also be available online. A spokesperson for Red Chillies told Business Standard: “One of the major initiatives this year is creating an opportunity for visitors to buy merchandise and even match tickets online.”
KKR also announced Rs 32,000 per ticket per day for fans who want to enjoy the air-conditioned lounge, get parking rights in front of the main entrance and savour fine cuisine, as well as meet the team and King Khan from time to time. That is almost five times the cost of the most expensive tickets (Rs 6,500) elsewhere in the stands.
Sources in Cricket Association of Bengal (CAB) said ticket sales this year for KKR matches at Eden Gardens had already picked up and sales of those for the first home match (March 14) were expected to cross Rs 2 crore. In the first IPL season, the first home match for KKR saw revenues from ticket sales touch Rs 4 crore. Tickets per match at Eden Gardens this year have been priced at Rs 300, Rs 400, Rs 500, Rs 1,200, and up to Rs 6,500.
KKR, according to CAB estimates, would rake in Rs 15-20 crore from the seven matches the team plays in Kolkata this year. In the first IPL season in 2008, KKR earned around Rs 25 crore from the home matches in Eden Gardens.
Shah Rukh Khan will pay Rs 2.5 crore to CAB this year for the seven home-matches and his take is about Rs 3 crore from a full stadium, CAB sources informed. Khan bought Knight Riders for Rs 300 crore and would have to pay Rs 30 crore per year for the next 10 years. The total cost per year for the team would be about Rs 75 crore.
|
|
|
|
|
|
|
|
|
|
 Read Business news in |  |
|
|
|
|
|
|
Advertisements |
|
|
|
|
|
|
|
|
|
|
Content Guide
