New Delhi: With the T-20 cricketing season in full swing, India?s first global online lifestyle brand Sher Singh today unveiled the first of many official merchandise collections for the Indian Premier League (IPL) with a collection for the Kings XI Punjab (KXIP) team.

The tie-up between Sher Singh and Kings XI Punjab was created by Miroma Sport, part of Miroma Ventures the UK-based media and leisure investment business. Last month Miroma Sport secured the global licensing and merchandising rights to Kings XI Punjab.

Sher Singh has updated its cricket-inspired collection to now include the official Leisurewear gear for the KXIP team offering a great stylish and affordable range for KXIP fans to proudly support their team wherever they may be around the globe.

The vibrant collection comprises of exclusive edition of KXIP official polos, graphic t-shirts and more such KXIP products will soon be launched and developed throughout the year. The colours used in the KXIP merchandise collection stand very symbolic reflecting the true cricketing spirit and the sensibilities attached with the KXIP fans and the cricket lovers at large. The price range for the products will be Rs 599 to Rs 999.

Speaking at the launch Sunjay Guleria, Co-Founder and CEO, Sher Singh said ?We are extremely excited both about our relationship with Miroma Sport and to be launching the merchandise for Kings XI Punjab. It makes sense that the brand that pioneered the CRICKET lifestyle label associated itself with an IPL team such as Kings XI Punjab. This partnership reflects the true cricketing spirit and shared core values of pride and glory, both on and off the pitch.

Shyam Sukhramani, CMO, Sher Singh added ?It is yet another example of our effort to bring stylish cricket-inspired lifestyle leisurewear to the globe. Our online platform can help IPL franchises like KXIP reach their passionate fans wherever they may be and our global design teams add style to the world?s cricket-loving fan base.?

Sean Morris, CEO of Miroma Sport said: ?The association between Kings XI Punjab and Sher Singh is the perfect partnership linking Kings XI Punjab?s popularity and sporting prowess with leading edge fashion design. Sher Singh?s stylish CRICKET collection brings quality, great design and superb value to all Kings XI Punjab fans across India and around the world. Miroma Sport is privileged to have brought the two together ? it is an important first step to developing Kings XI Punjab?s potential as a global brand.?

MUMBAI: Fast Trax Food has launched new products in their association with IPL team Delhi Dare Devils. The sports catering fast food chain has launched products like ?Delhi Daredevils Rolls?, ?Delhi daredevils Paneer Tikka Roll? and ?Delhi daredevils Chicken Tikka Roll?. It has launched special ?Kids Play Meal?, ?Delhi daredevils Merchandise? and ?Promotional offers? for IPL-5.

Fast Trax Food director Samar Qureshi said, "All the Fast Trax outlets are in the IPL mood and they are reflecting Fast Trax and Delhi Dare Devils association in every corner of the outlet. Fast Trax has become Delhi?s favorite joint within no time. Idea was to connect Delhi?s product with Delhi?s people. Earlier people were bound to go to bar and lounge to enjoy the IPL matches but now Fast Trax has created the platform for all age groups to enjoy and cheer for their favorite team at all Fast Trax outlets. We continue to fulfill our commitment of providing a menu of choice and variety to thousands of spectators, fans and families."

GMR Sports head-marketing Hemant Dua added, "Delhi Daredevils is delighted with the initiative taken by Fast Trax. At Delhi Daredevils, we attach great importance to connect with the fans. We are sure that all the fans will appreciate this step by the top Indian fast food brand."

Additionally, Fast Trax is running special promotional offers wherein consumers can stand a chance of winning original bats autographed by Delhi Daredevils Team Players or win free food items. The kids play meal has been launched with ?toy of the month? as Delhi Daredevils Hooter. Fast Trax has also launched Joint Delhi Dare Devils and Fast Trax merchandise like Cool Mugs, Glass Sippers, Sling Bags, Photo frames and wall clock at all the stores starting just Rs 80.

Fast Trax is also selling tickets of all Matches from selected outlets covering all four zones of Delhi (North, east, West and south).

Fast Trax is also the official food partner with Kings 11 Punjab Team.

MUMBAI: Diamond Comics has launched Diamond Daredevils Series in association with DLF Indian Premier League (IPL) leaders Delhi Daredevils.

This special series has been launched as full comics with all characters of Diamond Comics combined with Delhi Daredevils.

According to GMR Sports? head - marketing Hemant Dua this association is a step to stay connected with Delhi Daredevils fans not just during the IPL season, but throughout the year.

"We are thankful to Bradford License India team, headed by director Gaurav Marya and VP Chitra Johri, which has helped the Delhi Daredevils come together with Diamond Comics. BLI would represent this joint IP for further licensing in the field of digital, consumer products and marketing alliances," he said.

Diamond Comics MD Gulshan Rai said, "We have been entertaining people by creating comics for over four decades and it always exciting to be able to introduce new characters to the readers."

Loyal Software would help make the comics available on all technology platforms. Loyal Software CEO Lokesh Saluja said, "We have offered complete digital rights management services to Diamond Comics so that these could reach the now generation of children across many platforms used by a majority of today?s children ? PCs to mobiles to tabs."