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™, a move which immediately proved to be a significant success.

In Brazil, 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 channels like the official FIFA Online Store, as well as Official Fan Shops including kiosks, airport shops, official fan shops and a host of other sales points throughout Brazil.

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.

Merchandising Highlights: OFFICIAL FAN SHOPS (BRAZIL):

On-site Operations – 69,623 items sold (including 2,560 adidas balls) and a Superstore (200 sqm) concept in all stadiums.

Airport Stores – 2 stores were launched about 2 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/toyReplica Ball

E-COMMERCE RETAIL PLATFORM:

The FIFA Online Store was launched on 7 April 2013, for both Brazil and International.

It is the first time that FIFA launched an e-commerce platform with an exclusive operator for the host country as well as given the fans in 125 countries the opportunity to take a piece of the action for all FIFA Competitions.

Retail &Merchandising

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FIFA Confederations Cup Brazil 2013

Marketing Structure Merchandising & Licensing Programme

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