Fifa appoints World Cup licensing partner

Megalicense Entertainment to run merchandising and retail.

Fifa appoints World Cup licensing partner

Fifa has appointed Megalicense Entertainment to manage its retail and licensing programme for next year's World Cup in Russia.

The Russian company will oversee the production of official merchandise and the operation of fan shops on behalf of world soccer's governing body. The partnership followed a tender process, with five candidates assessed on criteria including sales forecasts, financial models, and product categories.

“For Fifa it is very important that Russian citizens and football fans from all over the world have the opportunity to purchase high-quality licensed products, which are a very important element of the tournaments and contribute significantly to the fan experience and event promotion," said Fifa chief commercial officer Philippe Le Floc'h. "Such products are like a piece of the action, generating positive emotions and representing great memories of these unique events for a lifetime."

Zakhar Nazarenko, the general director of Megalicense, added: “This is a fantastic opportunity for our potential partners as the results of previous licensing programmes such as the 2014 Fifa World Cup in Brazil and the Sochi Winter Olympics showed that the status of an official licensee or retail partner can help companies to increase their market share in a very short time, build new sales channels and enter new market segments. We are open to discussing licensing opportunities with licensees across a wide range of categories and with partners who would like to open official fan shops in host cities and across Russia.”

The 2018 Fifa World Cup will be played from 14th June to 15th July across 12 venues in 11 Russian cities. The same country will host this year's Fifa Confederations Cup from 17th June to 2nd July.