The Licensing Programme for the 2006 FIFA World Cup exceeded the success of the 2002 and 1998 FIFA World Cups with over 130 Licensees awarded licenses to produce more than 500 different products. Worldwide retail sales of the 2006 FIFA World Cup licensed products generated approximately USD $2 billion.

FIFA Licensing comprises a broad range of activities divided up into the three core areas of Event Licensing, Brand Licensing and the FIFA Quality Concept.

The key objectives of the FIFA Event- and Brand Licensing Programmes are in short:

  • to provide maximum exposure for the Official Marks and to be a bridge between the FIFA events and organisation, and the fans
  • to keep control of the Official Marks and guarantee the integrity of the overall marketing programme
  • to achieve significant market penetration
  • to maximise revenue opportunities

The FIFA Quality Concept, which has a slightly different and more development orientated focus has the following objectives:

  • to create and develop quality standards for superior football products
  • to ensure global consistency
  • to promote fair trade, mutual understanding and high ethical standards in the respective industries

The Licensing Programme is handled by FIFA's Marketing & TV Division. The Licensing Team acts globally in contracting and supervising the Licensing Programme and taking care of the marketing and promotion of FIFA's Trade Marks.

Other components of the FIFA Licensing Programme are:

  • E-commerce
  • Mail order
  • TV Shopping
  • Philatelic programme
  • Numismatic programme
  • Development of anti-counterfeiting devices (Hologram stickers & Hang tags)