Dream Theatre bags licensing business of Real Madrid in India

The licensing deal includes a range of products across categories such as sporting goods, apparel, gifts and novelties, toys and games, electronics, back to school, stationery, etc. Dream Theatre also represents the FIFA World Cup 2014

BestMediaInfo Bureau | Delhi | February 14, 2014

The year has started with a bang for brand management and licensing agency Dream Theatre as it closed one of the biggest deals in sports licensing. Dream Theatre, which already represents the FIFA World Cup 2014 across all categories for India, has now announced its partnership with Adidas to develop the licensing business of the Spanish, European and world football giants Real Madrid CF.

Real Madrid is the most decorated team in Spanish and European football having amassed 32 Spanish league titles and winning the prestigious UEFA Champions League an unrivalled nine times. They are arguably the most recognisable brand in world football and also the richest and most valuable sports team. The advent of Cable and Satellite TV has made football more accessible and in turn has caught the imagination of youngsters across cities in India. The pace, aspiration and affordability has seen the fan base grow year on year.

The association with Adidas to develop Real Madrid's licensing business will foster a range of products across categories such as sporting goods, apparel, gifts and novelties, toys and games, electronics, back to school, stationery, home ware, home furnishing, personal care and more.  Dream Theatre has started the process of looking for optimum licensing partnerships across these categories. The licensed merchandise will be available at leading chain stores, department stores and standalone outlets, along with e-commerce portals. The products will be easily accessible across India with prices ranging from Rs 250 to Rs 3,000.

This is Dream Theatre's second partnership in the sports licensing sphere and follows close on the heels of the agreement with FIFA for the 2014 World Cup which was clinched in July 2013. They join Dream Theatre's already impressive roster of brands featuring DreamWorks Animation, Warner Bros, Rovio's Angry Birds, Noddy, World Wrestling Entertainment and Sanrio's Mr Men Little Miss to name a few.

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