Kings XI Punjab : PREITYS KINGS

Considering the business angle of the Indian Premier League and the amount of
money involved with it, IPL is a much more hyped and publicity driven event than
any normal sporting tournament. And driven by that monetery aspect, all teams
are continously vieing with each other to increase their fanbase and popularity.

Kings XI Punjab too has developed its website with contents focused at fans.
KXIPs mission this season is to bring the team as close to the fans as possible
so that they are more connected than ever before with the action on and off the
field. Online and mobile are the two tech mediums through which the team is
enabling its fans to get access to exclusive KXIP content created especially for
them.

Come Online

As part of their online strategy, KXIP has partnered with eBay India to
bring IPL merchandise to cricket fans worldwide. Kings XI Punjab has set up a
brand store http://stores.shop.ebay.in/Kings-XI-Punjab-IPL on eBay India
providing fans with a one stop shop for all the great fan merchandise. eBay
India is also powering the shopping channel for the Kings XI Punjab merchandise
page on their website (www.kxip.in). The Kings XI Punjabs merchandise has
already become the most sought after, on the online marketplace. According to
eBay Indias IPL sales barometer, Battle of the Fans, products related to the
Bollywood star Preity Zinta-owned team accounts for 29% of all the merchandise.

Mloyal, a mobile enterprise platform company, also recently announced its
tie-up with Kings XI Punjab to create, engage and grow the fan community of the
team over Internet and mobile media. Though this initiative, Kings XI fans will
get a mobile fan card on registration. They can register by a simple SMS or
online. Mloyal CRM collates all fan data and provides valuable insights on fan
behavior. Fans earn loyalty points for each activity that they do on the site or
using their mobile. These points can further be redeemed for discounts,
merchandise, tickets and player meetings.

The team has also partnered with popular entertainment ticketing website
Bookmyshow.com for online ticket booking. Tickets for the KXIP matches can be
booked online on www.bookmyshow.com, and also through a mobile application, WAP
and through a common number across ten cities in India. The tickets for KXIP
will be available through select Reebok outlets and popular local joints in and
around Chandigarh. Customers can also opt for Home Delivery where tickets will
be delivered to the customers doorstep and the delivery status can be tracked
online.

Each ticket will be scanned and validated at the entry gates. Thermal
technology, with all the possible security features, has been introduced to
print tickets for matches. As add-ons for the Bookmyshow.com users, various
details will also be given on each team page, to provide extensive info about
all that the user might want to knowvenue address, bus/train routes to the
venue and stadium facilities, such as food counters, parking, and others.

Piyali Guha

piyalig@cybermedia.co.in