Retailers' big score at FIFA

Global retailers like Adidas and McDonald’s have sponsored FIFA World Cup 2010 to their commercial benefits. Joining this bandwagon were retailers like Puma, Reebok, Nike and Amigo Sports who too drew huge benefits via offering FIFA merchandise. Amigo Sports inked an exclusive licensing deal with Global Brands Group, the global master licensee and store operator for FIFA branded retail destinations. For the mass appeal and the participation of maximum number of countries, the event itself proved to be a promising marketing platform. 

Retail sponsors

Mr Andreas Gellner, Managing Director, Adidas India, comments, “Football is the second most popular sport in India. The viewership of global football events like the FIFA World Cup and the EURO have been consistently growing since 2002. The TRP ratings of some World Cup matches in 2006 were better than typical ratings for India ODI matches. We hope to see this trend continuing with the FIFA World Cup.”

However, he carefully evades disclosing the sales figures and opines, “Though as a company policy we do not share numbers, but the commercial potential of the event is stronger than ever before. We have achieved over 400 per cent increase in the World Cup merchandise sales.”

McDonald’s restaurants around the world brought the tournament to life for customers through World Cup themed menu items and promotions.  The company has served as an Official Sponsor and the Official Restaurant of the FIFA World Cup since the United States Tournament in 1994.

Mahindra Satyam, the India-based leading global consulting and information technology services provider, has also joined FIFA as the official IT Services provider and sponsor for the 2010 FIFA World Cup. “This sponsorship represents a long-term, strategic investment by Satyam in its brand and significantly strengthens Satyam’s ability to reach markets across the globe and demonstrate our leading-edge technologies and practices,” says Mr Hari Thalapalli, head of global marketing and communications for Mahindra Satyam. 

Sports retailers

Nike focused on the Indian national identity, offering jerseys at Rs 2,500 and the studs ranging from Rs 3,500 to Rs 12,000.  Puma offered FIFA-inspired merchandise with the price points for apparels falling in the range of Rs 800-3,000 and for footwear at Rs 2,500 onwards.

Hypercity, a dominant retailer for equipment, apparel and accessories across sports categories, has made the most of the World Cup season, having introduced a wide collection of merchandise like sweatbands, studs, key chains, stockings along with menswear and women’s wear in Tantra T- shirts with prints of various football messages. Hypercity’s overall price range was from Rs 49- Rs 349. Mr Rajiv Nair, Business Head - General Merchandise, Hypercity says, “There’s a staggering growth in the football segment as a result of these launches. We carry football and football accessories year round.”