India-based Zeven, a multi-dimensional sportswear brand, has signed a multi-year contract, through to 2020, with Gaames Unlimited to become an official ICC merchandise licensee in select product categories across the Mena region.

The contract includes licence three geographic regions - South Asia (India, Pakistan, Afghanistan, Sri Lanka, Bangladesh, and Nepal), the Middle East (Saudi Arabia, United Arab Emirates, Oman, Qatar, Kuwait, Iran, Iraq, Israel, Yemen, Lebanon, Jordan, Bahrain) and Africa (Uganda, Ethiopia, Kenya).

Zeven aims to create an exciting and unique assortment of products that draw on various elements of cricket. The product categories include official fan merchandise for ICC events like the Champions Trophy and the Cricket World Cup, as well as a powerful range of apparel, accessories, bags and footwear.

Mahesh Bhupathi, director, Zeven, said: "We are proud and delighted to be the exclusive licensee for ICC products like apparel and footwear. Like any global game, cricket evokes intense loyalty among followers. The huge market for fan merchandise is a testament to this support. Unfortunately, there is a big gap between exorbitantly priced authentic replicas and cheap counterfeits.”

“Zeven will fill this gap by giving all fans a chance to celebrate the spirit of cricket through our reasonably priced offerings at great quality. Apart from the event inspired apparel, accessories and fan merchandise of participating nations, Zeven will offer a powerful and exciting range of cricket inspired products that has never been seen before anywhere in the world. This relationship is also the first step in Zeven's plans to dominate cricket products across the world in cricket playing emerging markets,” he added.

Campbell Jamieson, ICC general manager - Commercial, said: "The ICC is pleased that VBM and Gaames have been able to expand the licensing program across the cricketing world, through the addition of new licensees as Zeven. We welcome Zeven to the licensing program and look forward to seeing a dynamic range of high quality products from them in the future." – TradeArabia News Service