May 20 – With FIFA having concluded all its 2014 World Cup sponsorships last week with the announcement of Brazilian sports retailer Centauro as the sixth and final national sponsor, it has followed up swiftly this week with the unveiling of INTERSPORT as the Official Event Shop of the 2014 FIFA World Cup Brazil.
As part of its agreement INTERSPORT will install dedicated 2014 FIFA World Cup Brazil Retail Corners in more than 550 stores in over 20 countries. INTERSPORT also has the right to produce Official Licensed Products.
The INTERSPORT sales outlets will retail the official licensed product ranges as well as products from FIFA partner adidas. The first retail corners will be operational by Christmas 2013. The remainder will open before the event with other opening for the duration of the event phase.
INTERSPORT was the Official Event Shop in Germany for the 2011 FIFA Women’s World and will also be the Official Sport Shop of the UEFA EURO 2016 in France.
Commenting on the new deal, Thierry Weil, FIFA Marketing Director, said: “Their vast experience in event licensing will be a great support in ensuring that football fans are able to engage with the FIFA World Cup through an excellent range of merchandise which will be available in their stores”.
The retail programme for official merchandise for the 2014 World Cup is now starting to get into full swing. At the beginning of May FIFA opened its new on-line e-commerce platform on FIFA.com.
The international e-commerce is managed by FIFA’s licensee Sports Endeavors. The Brazilian store is operated by B2W, the largest online retailer in Latin America, who were appointed by FIFA’s Master Licensee in Brazil, Globo Marcas. Merchandise is primarily focussed on the Confederations Cup and World Cup in brazil, but there are selected ranges of product from other events
“The e-commerce platform is a vitally important component of our global licensing programme,” said Weil. “We have a great range of merchandise available and we want to ensure that accessibility to this range is optimal.”
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