The Indian Premier League (IPL) fever is on and cashing in on the cricket mania are sportswear brands with their special merchandise - jerseys, shoes, caps, bags, key chains et al.

The sports merchandise has caught the fancy of cricket fans in the IPL 2009 and invited encouraging response despite being held far away in South Africa, say company owners.

Sportswear brands like Reebok, Adidas and Puma, apart from 24-hour home shopping channel HomeShop18, convenience store Twenty Four Seven and online trading community eBay India are selling team specific merchandise to cash in on the cricket frenzy in the country.

While some are foreseeing good profits, others are just beginning to set their cash registers ringing.