Total Apparel to become retail partner for FIFA events

24 Dec '08

4 min read

Total Apparel Group Inc announced that it has been appointed by FIFA's Exclusive Worldwide Master Licensee, Global Brands Group (GBG) for a multi-year exclusive Distribution Rights agreement within the United States, Caribbean and U.S. Territories for 2010 FIFA World Cup and other FIFA Branded Products in the broad apparel, footwear, accessories and related products categories.

In 2005 Global Brands Group Inc was appointed by FIFA as its exclusive retail, licensing and event merchandising representative worldwide for 2007-2014. In doing so GBG's goal is to develop an unparalleled sport, leisure, lifestyle and event range of FIFA officially licensed products. The mission is "To create the leading sport lifestyle and event brand through the fusion of football (soccer) and fashion."

FIFA, the world governing body of football, is considered one of the world's most recognized corporate marks. Over 26 billion cumulative viewers watched the 64 matches of the 2006 FIFA World Cup and there was over $US2 billion in FIFA related retail sales generated globally. However, in the 104-year history of the organization, this is the first time that an official signature collection of merchandise bearing the FIFA mark has been launched outside of direct connections to actual FIFA World Cup events.

Mr. Mark Matheny, CEO & Co-Chair of GBG agrees, saying "Total Apparel Group provides FIFA and Global Brands Group with a first class distribution and retail partner for both FIFA Event- and FIFA-branded product, and we are very excited about the prospects of really creating additional momentum for FIFA and football (soccer) in such a large and sports passionate market alongside such a strong organization."

As GBG's master distribution partner, Total Apparel Group will in a sense help act as "ambassadors" for the FIFA brand in the United States. The company will add value to the traditional licensing model, building market share by supporting the growth of the FIFA brand, generating investment into the brand from various channels of distribution, and maintaining control of the distribution of the brand to consumers by utilizing its vast knowledge of the U.S. retail landscape.

Janon Costley, CEO of Total Apparel Group, commented, "We are excited to have the opportunity to be included among a select group of companies worldwide that have secured the rights to participate in this enormous global event, work with this extraordinary organization and launch a product line based on an iconic brand with such a strong global sports heritage."

"We understand the significance of this market to the overall success of the FIFA brand globally and despite the current challenges facing the retail environment, we feel that there are tremendous opportunities for newness, especially with an internationally recognized iconic mark, offering a product and a concept that currently does not exist in an increasingly diverse market where there is growing demand for such product."

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