The ₹1000 crore shift: Why T20 franchise teams are quietly entering the collectibles economy

For years, the business of the T20 franchise was around broadcast rights, sponsorships, ticket sales, and merchandise. Jerseys, caps, and fan gear dominated the sports merchandising space. But a shift is now underway, one that could change how cricket fandom is monetised. T20 franchises are slowly moving into the collectibles economy, a category that globally generates billions of dollars and is now beginning to take hold in cricket.

Across global sports markets, collectibles have long been an essential component of fan culture. From trading cards to limited-edition sneakers, fans have always sought ways to own a piece of the game they love. Cricket, despite its huge following, has historically lagged in this space. However, with the T20 franchise becoming one of the most powerful sports brands in the world, the opportunity to build a structured collectibles environment is finally coming into being.

Franchises such as the Mumbai Indians, Gujarat Titans, Rajasthan Royals, and Kolkata Knight Riders are increasingly exploring new ways to engage younger audiences who interact with sports differently from previous generations. Today’s fans do not just watch matches; they build digital communities, follow players across platforms, and look for ways to express their loyalty.

This is where companies like Cricket Icons are taking a step forward to build a new category. The Pune-based startup is a first-of-its-kind line of officially licensed miniature collectibles featuring players from leading T20 franchises.

The concept is to allow fans to own highly detailed figurines of their favourite players and teams, turning iconic moments into tangible collectibles. The market potential is significant. With projected sales of over two million units in 2026 and affordable pricing, Cricket Icons aims to bring collectibles into the mainstream rather than positioning them as niche luxury items. The strategy aligns with India’s broader ambition of building a robust toy and manufacturing sector under initiatives like Atmanirbhar Bharat.

More importantly, the rise of collectibles shows a shift in how cricket fandom is evolving. For decades, fans expressed loyalty through jerseys, posters, and stadium chants. Today, that loyalty is becoming more personal and collectible-driven. Fans want objects that preserve moments, celebrate heroes, and reflect their identity as supporters.