MUMBAI: Disney characters are famous for executing all manner of unbelievable stunts, but so far they have never been seen around a cricket pitch. That will change soon.
Online PR News – 28-March-2012 – Mumbai – Mumbai Indians, the IPL team owned by billionaire Mukesh Ambani, has signed a brand alliance with Walt Disney India, marking the first occasion that Mickey Mouse, one of the world's most recognisable brands, will be associated with cricket.
The runners-up in last year's IPL will be looking to exploit the connect which the world's most famous mouse - created in 1928 - has with children under 14 by putting its image on merchandise ranging from disney ipl jersey to cricket bats.
"Last year there was a lot of cynicism as well as criticism around MI, including the name, and then we won the Champions League Twenty20. Today, we count over 2.8 million Facebook fans on our website, the largest amongst the franchisees. This brand alliance with a global, iconic family brand like Disney says it all with the trust and faith they have imposed in MI," said Nita Ambani, Mukesh's wife, who runs the company that owns the cricket team.
Mukesh bought MI for $111.9 million in 2008, making it the most expensive franchise. Breaking even is still far away. "We are trying even this year, but as I said, I have always believed we need to be a sustainable brand in ourselves, not funded by RIL," said Nita Ambani.