FIFA stores on the way

Official FIFA-branded stores will begin to appear on the retail landscape from next year.
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Global Brands Group, which is the exclusive licensing representative for FIFA until 2014, revealed at last month’s Licensing Summit that the first store will open in Singapore on January 7th 2008. The first one a bit closer to home will open in the first few months of next year.

Martin Darby, senior VP of retail at Global Brands Group, explained how the firm’s challenge would be to build a sustainable 365-day licensed football retail business.

FIFA is aiming to show football fans that it is about more than just the World Cup – the association currently runs 11 other competitions and it will be looking to maximise all of these brands within the stores.

A key area of strength, Darby added, would be the specially trained staff, while trying to recreate the sounds, colours and atmosphere from the World Cup in-store would be vital. As well as mass market product, the stores will also stock high-end items inspired by FIFA’s IP.

“Ultimately the store is about storytelling,” Darby explained, going on to say that it would be something very different in the licensing field and that we may well see other sports brands doing something similar in the future.


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