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SBD Global/October 24, 2012/Marketing and Sponsorship

FIFA Launches Search For Top License Product Of '14

FIFA Head of Strategy and Brand Management Ralph Straus has "set out the strategy" for World Cup 2014 in Brazil, specifically how licensing will play a "pivotal role in building the FIFA brand," according to Jessica Blue of BRAND REPUBLIC. Straus laid out his plan last week at The Big Interview at Brand Licensing Europe 2012. Straus explained that "licensing is not about revenue at all." He added that "it is all about brand building and how licensed products can develop the brand and fuel fan excitement for teams, players and the event itself on a global basis." The FIFA brand became important in '02 and 10 years on "has its biggest focus ever." Historically, licensing sales "took place in the host nation," but Straus revealed that "there is new evidence of a shift to a global market." Activity in Brazil "will be complemented" by FIFA’s biggest global licensing program. As FIFA looks ahead to Russia and Qatar, "the strategy is to create an ongoing int'l licensing business model where essential products are priced" within reach of its fans. The "vuvuzela was the surprise licensed product of '10." FIFA "is openly looking for a signature product for '14 in Brazil," and Straus opened the door to pitches from the licensing community. If "you’ve got an idea, then get in there quick" (BRANDREPUBLIC.com, 10/23).
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