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FIFA World Cup 2018: Ready for kick off

We chat to FIFA about the planned licensing and retail programme for the big event.

With the ultimate objective to serve fans and maximise their event experience, the licensing programme for 2018 FIFA World Cup has been developing a range of products allowing fans to get a piece of the action and to keep memories that will last beyond the event.

This is a global objective for FIFA. Resources and expertise are being dedicated to working closely with licensees and retailers in specific regions to develop product lines that appeal to a wide audience, offering products through different retail channels worldwide, including the Official FIFA Online Store.

In addition, FIFA wants to build excitement for the tournament, both in the host country and globally. Working in collaboration with experts of the respective markets, it is developing products for fans’ specific tastes and needs.

To enhance the fan experience, the licensing and retail programme will offer a wide product range of event branded souvenirs, including an official mascot ‘Zabivaka’ product range, official trophy products, country specific fan items and products from FIFA partners, such as adidas.

In addition, bags, balls, apparel, headwear, footwear, plush, toys and games, souvenir and novelty items, stationery, publications and the Official Match Programme products which will also be contributing to the local cultural experience in and outside of the stadiums.


Several retailers have direct to retail rights and will produce exclusive official FIFA World Cup product ranges. FIFA’s objective is to work with the best retailers in the different key regions and there will be collaborations with most of the well-known key retailers worldwide including department, sports and fashion stores.

In addition, licensees will ensure that there is a wide range of product designs available in the different markets and distribution channels. A tailor-made product range, combining adidas-branded products and white label FWC products, will be available on-site in all 12 2018 FIFA World Cup stadiums and at the 2018 FIFA Fan Fests.

In total, FIFA expects to have more than 100 agreements worldwide and close to 50% in the host country, Russia. The aim is to collaborate with the best licensees and retailers in all key regions, in order to have experienced experts on board that know best their markets.

Official shops of the FIFA World Cup are opening in key host cities in Russia before the tournament and many more will follow in the build-up to the 2018 FIFA World Cup, in Russia and many other key territories around the world. The first official stores opened their doors in Russia in December last year.

This feature originally appeared in the spring 2018 edition of Licensing Source Book. Click here to read the full publication.

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