Think cold emailing is a waste of time?

Optamark (asi/288067) begs to differ.

A strategic cold emailing campaign the Connecticut-based promo distributor executed opened the door to what became a true first in the world of swag and sports: the opportunity to be the original official licensing and merchandising partner for Major League Cricket (MLC) – itself the first professional Twenty20 cricket league in the United States.

The connection came in 2023 – the league’s first year. The partnership has flourished since. And with MLC’s new season starting June 12 in Oakland, CA, Optamark executives are excited for what they say will be their biggest branding support of the nascent league yet.

“With record-breaking attendance expected and a rapidly growing fan base, the 2025 season marks a major milestone for Major League Cricket – and Optamark is the engine behind the merchandise, signage and fulfillment infrastructure that makes it all possible,” says Tarang Gosalia, CEO of Optamark, a branding agency with an approximately 30-year history.

Gosalia adds: “From fan giveaways and retail merchandise to stadium signage, team apparel and promotional gear, Optamark has orchestrated every branded touchpoint across all MLC venues.”

View this post on Instagram

A post shared by Cognizant Major League Cricket (@mlc)

Scoring a Swag ‘Six’

In cricket, a bat-and-ball game that originated in England and is now played in a range of countries around the world, the equivalent of a home run is commonly called a “six” – referring to the number of runs tallied when a batsman swats a ball over the boundary (“out of the park,” in baseball parlance).

You might say a “six” is just what Optamark scored with its cold emailing efforts and subsequent follow-up.

Optamark (asi/288067) created this limited-edition jersey for MLC team MI New York. It was the bestseller of the 2024 season.

Smartly tailored to appeal to the recipient, the email reached MLC during the early stages of officials launching the league. That led to a call with MLC – and further discussions.

“We presented our capabilities in print-on-demand merchandising, Shopify integrations and prior experience with clients like the New England Patriots,” says Neel Patel, Optamark’s chief operating officer. “We also produced samples for giveaways.”

MLC felt they’d found the right partner, and the business relationship burgeoned during the inaugural season. “We helped design and set up branded booths and merchandise operations for in-venue sales during MLC’s first year,” Patel shares.

Evolution

Since then, Optamark has greatly built up its support for MLC.

The branding agency provides retail product design and licensing management, team and fan apparel production, onsite stadium signage and promotional installations, custom fan giveaways, Shopify e-commerce integration for merchandising, inventory and reporting on branded merch and more. Optamark manages the MLC online shop.

Optamark (asi/288067) creates branded apparel and accessories for MLC teams and MLC itself, including headwear.

In 2024, limited-edition jerseys for the MLC team MI New York turned out to be the bestselling item of the season.

“We also developed custom team-branded products including hats, cricket bats and shirts that significantly boosted fan engagement,” says Patel. “Our efforts helped support MLC’s growing fan base and brand reach across the U.S.”

‘Strategic Creativity Powered by Scalable Execution’

Meeting MLC’s needs has required dexterity and breadth of capabilities, but Gosalia says Optamark has managed it with aplomb.

For starters, it was essential for the firm to have the technological and logistical capacities in place to service the cricket league – and to adapt practices as required.

“We have to problem-solve beyond traditional print, promo and apparel,” Gosalia shares. “For instance, we take the products and integrate them real-time with Shopify. We manage in-venue inventory in real-time.”

“From fan giveaways and retail merchandise to stadium signage, team apparel, and promotional gear, Optamark has orchestrated every branded touchpoint across all MLC venues.” Tarang Gosalia, Optamark (asi/288067)

To keep things running smoothly and worry-free for the client when it comes to merch, Optamark handles other key behind-the-scenes solutions too, including global sourcing. “Currently, we’re importing container loads of product from multiple countries to be able to accommodate all three venues this season, which are in Oakland, CA, Dallas, TX, and Miami, FL,” Gosalia shares.

Optamark also must ensure all stakeholders are on the same page – a key requirement, deftly delivered, Gosalia says. “Managing this particular account is an art because we have independent relationships outside of the league with each and every of the six teams and then we also have to manage the league as well,” he says. “As such, it’s critical to keep all parties in the loop and work seamlessly to support the end goal. That has been a major focus for us.”

Gosalia, himself a cricket fan, is keen for the new season to get underway – and excited for Optamark to help grow the game in the U.S. through its print and promo solutions.

“This partnership reflects the core of what Optamark delivers – strategic creativity powered by scalable execution,” Gosalia says. “Whether it’s a stadium banner in California or a fan jersey shipped nationwide, Optamark is delivering with precision.”