London: Lord's cricket ground in London, which is often described as the home of cricket, has spread its wings beyond the game: it is planning to sell its own line of clothes, liquor and even sunscreen under the brandname "Lord's".
Lord's, which is owned by the Marylebone Cricket Club and is home to the England and Wales Cricket Board, is a brandname that is instantly recognisable throughout the cricketing world and amongst the diaspora from these nations the world over.
The MCC has decided it would be a good thing to cash in on this. Images of Father Time, the ground's distinctive weather vane will appear on clothes, and the Ashes urn, the property of the MCC, could also become a logo used on a range of merchandise, according to a report in the Daily Telegraph.
Amongst goods already available in the market here are Lord's premium 12-year-old whisky, Premium London Dry Gin. "If we do this properly, we can create one of the world's leading brands. We are competing with other major grounds and paying more to host major matches than ever. Cricket is so global now that we could link up with the cricket-playing countries and the emerging ones around the world.
Designers have been into Lord's to see how we can maximise the potential of each brand. But we have to brand the home of cricket carefully. We do not want to cheapen it," said MCC secretary Keith Bradshaw.
The club would send its branded goods for sale all over the world.
Said MCC marketing manager Jon Robinson: "We are trying to build a Lord's hierarchy."
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