Blog: Leonie BarrieA lucrative cricket pitch

Leonie Barrie | 23 September 2004

An investor’s note issued by Wall Street Capital Funding yesterday points to Kewl International as a “stock to watch.” The sports apparel maker is in the news for signing an agreement that gives Deep Impex exclusive rights to distribute and manufacture Kewl apparel in India.

On top of the fact that Kewl International will receive a minimum of US$50,000 per month for the first six months, the excitement is being cranked up by the company’s chosen marketing route. Deep Impex plans to focus on cricket, India’s favourite sport, and line up some of the country's most well known players to support the brand. As Kewl’s COO Vishav Joshi points out: "When the national team is playing everything else comes to a grinding halt, and hundreds of millions of dollars are being spent for television rights to these events." Once Kewl clothing is seen on the pitch it will no doubt have a similarly dramatic impact on the brand.


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