Indian Premier League champions Rajasthan Royals are gearing up for the second season with a host of new initiatives ranging from a new rendition of its team song to launch of a new sporting gear and the release of a DVD to capture the success of the team last year.

Planned with a view to engage with the local community here and in the catchment areas of Rajasthan and Gujarat, these initiatives were also meant to help build a strong fan base both within the country and overseas.

"This year, in addition to continuing with our primary metric of success - focus on cricket, we are looking at opportunities off the field to accelerate our brand building.

We have launched a range of contests, initiated a membership programme for local fans besides expansion of licensing and merchandising opportunities," said Manoj Badale, chairman and co-owner of the Royals, while launching the new initiatives.

Rajasthan Royals has tied up with global sporting apparel brand Puma as the official sports apparel sponsor. Puma will provide the team with exclusive Jaipur IPL branded merchandise including team jersey, practice jersey, fan shirt and gear, caps, official shoes, cricket bats, wristbands, sports bags.

The official song of Rajasthan Royals - Halla Bol - has got a new makeover under the creative expertise and guidance of new stake-holder and co-owner Shilpa Shetty.

The Royals also launched a DVD titled 'Road to Victory' showing the team's fairytale success last season.