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Asia

India’s Cricket World Cup 2023 appoints in-venue merch store partner

FanCode Shop will open in-venue stores

Featured image credit: FanCode Shop

FanCode Shop will open in-venue stores

Featured image credit: FanCode Shop

The International Cricket Council (ICC) has picked FanCode Shop as its merchandising partner ahead of this year’s Cricket World Cup India 2023.

FanCode Shop, a subsidiary of Indian digital sports group FanCode, will operate official outlets at the 10 host venues, which will be stocked with a range of merchandise featuring all 10 participating teams. In the recently concluded IPL, FanCode Shop built and managed official mega stores for Rajasthan Royals, Punjab Kings and Kolkata Knight Riders.

Through the partnership, FanCode Shop will lend its expertise towards building and managing a digital store for ICC including end-to-end product and customer experience, manufacturing, logistics, customer care, and marketing.

Anurag Dahiya, ICC chief commercial officer, said: “We are delighted to be extending our partnership with FanCode and giving cricket fans in India access to our best range of merchandise yet. Cricket World Cup fever will take India by storm and every single cricket fan in India will be part of it.”

FanCode will introduce a range of categories exclusively at ICC Shop, including apparel, fashion items and accessories.

Since its inception in 2020, FanCode Shop has partnered with multiple sports and fitness brands, including IPL and NBA teams as well as European football clubs Manchester City, Liverpool and Barcelona.

Prasana Krishnan, co-founder of FanCode, said: “India is home to the largest base of cricket fans and we want to offer world-class sports merchandise that reflects their pride for the sport and the teams they support. The wide array of merchandise ensures there is something for every sports fan to showcase their fandom.”

Cricket World Cup 2023 games will be played in 10 cities, with Ahmedabad’s Narendra Modi Stadium hosting the opening game between England and New Zealand on October 5 and the final on November 19.

Bengaluru’s M Chinnaswamy Stadium, Chennai’s MA Chidambaram Stadium, Delhi’s Arun Jaitley Cricket Stadium, and Dharamsala’s Himachal Pradesh Cricket Association Stadium are among the venues.

The others are Lucknow’s Bharat Ratna Shri Atal Bihari Vajpayee Ekana Cricket Stadium, Hyderabad’s Rajiv Gandhi International Cricket Stadium, Pune’s Maharashtra Cricket Association Stadium, Kolkata’s Eden Gardens, and Mumbai’s Wankhede Stadium.