Retail and Merchandising

RETAIL & MERCHANDISING

For the very first time FIFA took its retail and merchandising programme in-house for the FIFA Confederations Cup Brazil 2013 and, in May 2012, appointed Globo Marcas to act as the Master Licensee for hosts Brazil.

Around 80 international licensees have been appointed to bring a specific and special range of products to market for both the FIFA Confederations Cup Brazil 2013 and the 2014 FIFA World Cup Brazil™ - and the move immediately proved a significant success.

In Brazil, some 65 licensees have been appointed with 40 of those charged with producing a specific range of product concepts such as apparel, headwear, footwear, plush accessories, fan items, balls, stationery and homeware – in total some 1,500 product designs have been made available for the FIFA Confederations Cup including also a small selection of products of the FIFA World Cup™.

Merchandising for the FIFA Confederations Cup Brazil 2013 and the 2014 FIFA World Cup Brazil™ is available through various distribution channels like the official FIFA Online Shop, as well as Official Fan Shops including kiosks, airport shops, on-site shops and a host of other sales points throughout Brazil.

 
  • 69,623

    items sold at Official Fan Shops

Merchandising Highlights

Official Fan Shops (Brazil):
On-site Operations - 69,623 items sold and a Superstore (200 sqm) concept in all stadiums. Airport Stores – two stores were launched about two weeks before the event started in Salvador and Recife, 10,376 items sold during the FIFA Confederations Cup Brazil 2013.

Kiosks - Design of kiosks created by Globo Marcas based on the tactics of a football game.  This pilot project took place in three Host Cities (Salvador, Recife & Rio de Janeiro). Two Kiosks in each city, located in shopping malls.

Top 3 sellers in all distribution channels:

  • Mascot cap,
  • Mascot plush/toy
  • Replica Ball

E-Commerce Retail Platform:
The FIFA Online Store was launched on 7 April 2013, for both Brazil and International customers. It is the first time that FIFA has launched an e-commerce platform with an exclusive operator for the host country, and gives fans in 125 countries the opportunity to purchase memorabilia celebrating all FIFA Competitions.