FA up for the Cup

Football Association to roll out licensing programme for world?s greatest knockout competition.
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The season may finish with Chelsea and Everton contesting the FA Cup final at Wembley tomorrow, but the Football Association is just starting a busy year that will involve a new programme centred around the 128 year old competition, and the build up to a frenzy of activity surrounding the England team as they (hopefully) qualify for the World Cup in South Africa.

The FA’s business development manager Kevin Hall told Licensing.biz: “One of my goals when I joined last year was to initiate an FA Cup licensing programme and we’re in the process of doing that. We’re confident that there’s a considerable opportunity, particularly in the collectable and heritage market. It’s the world’s best-loved domestic cup competition and the visual of the cup itself will be the key to the programme.”

Meanwhile, the England team is sitting pretty at the top of its qualifying group for South Africa 2010, with two very winnable games to come in June (yes, we know we’re tempting fate, but in Fabio we trust). The FA works with long term partners for its main ‘brand’ and come of the bigger licensees set to benefit from a successful campaign are Topps (trading cards), Konami (video games), Football Mania (stationery and various accessories), Hy-Pro (footballs and training accessories) and Zap (duvets and soft furnishings).

A recent edition to the roster is Premium Factory, which has come up with a unique lunch box concept called Shirt Box, due to hit the High Street this autumn.

Hall said: “As England has not featured in a tournament since the 2006 World Cup, the market has been starved of Three Lions product and we are anticipating strong demand. Although there are tough economic conditions at present, successful qualification, associated national pride and optimism can serve to lift the country’s spirits.”

To read the full interview with Hall, click here.


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