Australian new media company My Heroes on Saturday announced the signing of deals with Indian Premier League (IPL) sides, as well as former Australian pacer Brett Lee, with a view to tap commercial potential in the country.
Minister for technology for Victoria Gordon Rich-Phillips on Saturday announced that following the inaugural signing last year of Rajasthan Royals, the Melbourne-based global company has signed deals with IPL heavyweights Delhi Daredevils, Kolkata Knight Riders and the Kings XI Punjab.
The association with another IPL side will be announced in the coming fortnight that will enable it to develop and market a range of interactive media products across India for their fans, Rich-Phillips said in a release.
"My Heroes will provide numerous innovative products that enable fans to personally connect and interact with their favourite sports and entertainment heroes," he said.
"These latest inclusions will enable the company to get its products to an even larger segment of the burgeoning Indian middle class, to a large population who adore their cricket and who have a passionate desire to connect with their heroes. The company will utilise mainstream and new media networks to provide easy fan access across web-mobile-and social media platforms," he said.
Rich-Philips was here as part of Victoria government's current Super Trade Mission to India, which includes delegates representing more than 150 leading Victorian organisations and businesses.
"We're proud to be the first new media company in Asia-Pacific to enable monetisation of social media across both Indian Premier League cricket and Bollywood heroes within our own branded advertising environment. We achieve this by integrating the conversations between heroes, fans and commentators on our soon to be launched My Heroes ChatTracker platform," My Heroes executive director Jon Field said.