Brands look to score with 2018 FIFA World Cup

The football fans have plenty to rejoice as they prepare for the Fifa World Cup 2018 Merchandise. And so do the retailers who are leaving no stone upturned to monetize on the FIFA fever. The total revenue of FIFA from licensing rights worldwide took a slump in 2017 ($160.21 mn) as compared to $206.4 mn in 2016, and initially leaving the brands reluctant to get on board with FIFA, but gradually they’ve figured out a strategy to speak to the FIFA fans and monetize on the fandom. Taking place in Russia between June 14th and July 15th 2018, this FIFA football World Cup tournament, , is going to be the 21st edition of the quadrennially held international soccer competition. According to Forbes, FIFA World Cup is among top five most valuable sports events brands worldwide in 2017 with a value of $229 million.

Hopping on the FIFA bandwagon Vivo -  the the official smartphone sponsor of the 2018 Fifa World Cup has unveiled a Fifa World Cup limited edition smartphone in China, where it officially kicked off its global marketing campaign for the World Cup. Also FIFA has associated with stalwarts like Visa, Coca-cola, Adidas and Qatar Airways. In India, Alcis Sports has rolled out FIFA official merchandise on Flipkart. Alcis Sports is expecting an unprecedented response from football fans through this merchandise range.

The brand has lined up a comprehensive range of over 550 articles. Roshan Baid, Managing Director, Alcis Sports said, “Football has always been popular among fans in our country and it got a further boost when we hosted the U-17 World Cup in India. With the Russia World Cup just a matter of few days away, it is the right time to introduce these products to these fans.” A survey conducted in Brazil for the 2014 edition of the World Cup depicted that more than 80 per cent of the respondents were interested in acquiring licensed products, with t-shirts, stuffed toys (for example World Cup’s official mascot), hats and keychains being the most popular.

Anuj Batra, President, Alcis Sports said, “The mandate from FIFA for the 2018 Russia World Cup licensed apparel merchandise is a wonderful opportunity for us at Alcis Sports to showcase our manufacturing capabilities and prowess.” Globally recognized fashion company Louis Vuitton once again to make a special case that will hold the Official FIFA World Cup Trophy. Moreover, LV has added two new projects in anticipation of the world finals in Russia: an official adidas match ball collection trunk and an official licensed product collection.

Since 2010, Louis Vuitton is providing a bespoke case to ensure the FIFA World Cup™ Trophy travelled in safety and in style. Also Louis Vuitton has teamed up with adidas and FIFA to create an exclusive and truly unique match ball trunk. With only 21 available for purchase worldwide, the trunk will hold 13 re-editions of the Official Match balls used at the World Cup since 1970 and one Louis Vuitton specially-designed football. In addition to the trunk, Louis Vuitton is launching 2018 FIFA World Cup™ Official Licensed Product Collection, including exclusive versions of Keepall and Apollo bags along with a selection of smaller leather pieces.