MUMBAI: Victorian new media company, My Heroes, has landed an exclusive contract with Indian Premier League team Rajasthan Royals.

My Heroes, which specialises in digital and electronic products, will develop a suite of fan-based interactive products, using traditional and new media, to connect India’s youth to their cricket heroes by accessing celebrity and team-based intellectual property.

The deal fructified due to the efforts of Victorian Coalition Government‘s super trade mission which helps local firms to help secure contracts in international markets.

“During the super trade mission to India earlier this year, we were able to engage with key contacts including the Rajasthan Royals, other Indian Premier League teams, the League’s governing body, as well as various Bollywood talent management companies with whom we had existing relationships,” My Heroes CEO Jon Field said.

The My Heroes partnership with the Rajasthan Royals follows a deal last year when My Heroes gained exclusive licensing rights to personalise digital and electronic products for one of India’s largest entertainment and new media companies, with strong ties to Bollywood and sporting celebrities.

According to Victoria Minister for Innovation, Services and Small Business Louise the deal was just one of many successful outcomes following the Victorian Coalition Government’s super trade mission to India earlier this year.

“My Heroes’ partnership with the Rajasthan Royals, who represent the state of Rajasthan in the Indian Premier League, will allow fans to connect personally with their favourite cricket players across a number of media forums,” Asher said.

Asher said the growing Indian market enabled My Heroes to position itself as a leader in digital and electronic personalised sports and entertainment products across the world.

“My Heroes has leveraged its strategic competitive advantage in the Indian market, connecting fans through sport and entertainment,” Asher added.