Through streaming, data analytics and online commerce, the Dream Sports-backed digital platform is putting together a single portal to plug all need gaps for sports fans
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Like FanCode’s scaling-up ambitions through streaming will be tested in a crowded, competitive Indian market, so will its attempt to take the fans closer to the teams through its other monetisable vertical: Merchandising. The licensed merchandising market is in a nascent state in the country, in contrast to the global market that’s on a growth trajectory. According to a Licensing International report in 2020, the global sales revenue generated by licenced sports merchandise amounted to $28.9 billion in 2019, while, in India, it was somewhere around $18 million. Reason: Quality, original merchandise remained prohibitively expensive for Indians who turned to affordable fakes instead.