The Indian Premier League and Topps Company are teaming up to create a range of collectables, including stickers, albums and trading cards.
Due to launch in 2011, Topps will support the range with a hefty marketing campaign including TV and sampling initiatives, as well as a nationwide Game Play demonstration tour, which will allow children to play and swap IPL collectables.
"This alliance with Topps is part of our effort to actively engage IPL fans across multiple platforms," said Sundar Raman, COO of the Indian Premier League. "Collectable trading cards are an integral part of any fan experience globally and through this partnership we are happy to introduce Indian fans to this unique and exciting global concept.
"I am certain that this association with Topps will set a trend in world cricket for others to follow."
Chris Rodman, VP of Topps (pictured with Raman and Topps CEO Ryan O'Hara), added: "Few properties in the world can rival the IPL for passion and interest, and when this is allied to Topps trading cards and stickers we are confident in building a long-term franchise that will benefit IPL cricket fans around the globe."