Speaking at the launch, Khan said the catch line for his team would be 'All The Kings Men', and added that no stone would be left unturned as far publicity for the team is concerned.
He confirmed that a theme song had been composed by music duo Vishal-Shekhar to cheer the team and plans were in the pipeline for introducing a mascot. Bollywood designer Manish Malhotra, he said, has been roped in to design the jersey for the players .
The theme music begins with the line "korbo-lorbo-jitbo", a visual presentation of which was shown before the team was officially launched. The mascot, a Royal Bengal Tiger, has been named Hoog Lee.
While launching the mascot, Khan said: "I am the boss of this team and I want Hoog Lee as a permanent member of the team".
The jersey is designed in black and gold. Khan explained that 'golden symbolizes spirit of life and black presents the Goddess Kali.'
He also said that 'the philosophy of the team would be work-fight-win ( Korbo-lorbo-jitbo) . He also informed that the name of the team was chosen after through research. He explained the name 'Knight Riders' was chosen keeping the mindset of children in mind .
In his speech, Shah Rukh said he was inspired by Saurav and 'dada' (as Saurav is called in Bengal).
Saurav , who took the center stage , said: "Kolkata cricket is truly something different . Playing cricket before 90,000 people, a full gallery, I always say cricket in Eden is truly different."
While replying queries on financial aspects of the venture Shah Rukh said that the majority of earnings would come from broadcast rights, sponsors and from ticket sales.
He also clarified that players would be used for commercials, not personally, but as a team . At the same time he said he would like his players to concentrate on cricket and himself would see to the promotional aspects.
Shah Rukh committed if his new venture does well he would definitely do something for Indian hockey and soccer .
Knight Riders coach John Buchnan, CAB president Prasun Mukherjee and Shah Rukh"s business partner Juhi Chawla were also present on the occasion.