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Marketing and Sponsorship

Iceland Euro 2016 Run Creating 'Havoc' For Jersey Providers

Iceland’s "improbable run" in football’s European Championship has "drawn parallels with Leicester City’s remarkable Premier League title win," according to Tariq Panja of BLOOMBERG. And like it was for the English champion, the Nordic country is "finding it hard to meet unexpected demand for its jerseys." Iceland, a country the size of Leicester with a population of about 300,000, "is playing in its first" major football tournament. It "shocked the world on Monday by eliminating heavily favored England with a 2-1 victory in a round of 16 game in Nice, France." The result cost England coach Roy Hodgson his job and "meant even more orders for Sport Company Ehf, Iceland’s official jersey distributor, and Errea, the Italian sportswear company that makes the apparel." Iceland’s national stadium has a capacity of 9,800, and Sport Company had "estimated demand for jerseys to be about triple that amount," according to its GM Thorvaldur Olafsson. That has "proved to be woefully short as Iceland took off on a surprise run to the quarterfinals, where it will meet host France on Sunday." Olafsson said, "This is just like the Leicester adventure. ... The requests on our website are enormous, but you are not able to buy them anymore because we can't meet the demand." Iceland is "also providing a boon to Errea." Iceland is the Parma-based company’s "first team to make it through to a European Championship, the third most-watched sporting event after the Olympics and World Cup." Errea is "just about keeping up with demand from retailers because it produces everything in house," according to Export Manager Fabrizio Taddei. Taddei said, "We are working 24/7 with a night shift and so we are every day sending out all the shirts we have. We are a manufacturer as well, and so are not depending on a container from China arriving. So our strength is that we can almost reply on demand. But it’s havoc here at the moment." Errea's contract with Iceland runs through '20, and Taddei is "hoping the national federation overlooks offers that are bound to come from bigger rivals" (BLOOMBERG, 6/29).

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