XP Events Tabbed To Handle On-Site Merchandising For FIFA

By Don Muret, Staff Writer, SportsBusiness Journal

Denver-based XP Events has signed a four-year contract to be the exclusive on-site merchandiser for all FIFA events in the next four years, including the 2010 World Cup in South Africa. The contract, awarded by Global Brands Group, FIFA’s worldwide licensing company, covers a minimum of 14 international soccer events. The deal includes a non-exclusive product licensing agreement that allows XP Events to design, manufacture and sell apparel and other items at all FIFA events except the World Cup. XP Events also won the contract to sell merchandise for the Tour de France’s opening ceremonies and Stage 1 of the bicycle race July 6-8 in England.