The Mumbai-based strategic marketing company will be responsible for producing a range of high quality fan cheering equipment/licensed products that will be sold at cricket stadia and through retail channels across Rajasthan. Essel Marketing will have exclusive rights to source innovative promotional products from around the globe for the team.

Commenting on the association with Essel Marketing and Promotions, Rajasthan Royals CEO Raghu Iyer said: "The merchandising business plays a big role from a business point of view and also, because it helps us connect with our fans. The business has been doing well all over India and especially in our home state of Rajasthan. We are glad to be associated with Essel and trust this partnership will be a mutually beneficial one."

Bhavin Thakkar, GM Sales & Marketing, Essel Marketing and Promotions said: "We're thrilled to be associated with Rajasthan Royals as official merchandising partner and look forward to driving this business and producing fan cheering merchandise during the upcoming IPL season. We are sure that true Rajasthan Royals fans will be delighted to buy and own licensed merchandise."