FIFA-branded stores to be pioneered in Singapore

FIFA's retail licensee, Global Brands Group, is relocating its global headquarters from London to Singapore. "Global Brand's breadth of activities in Singapore will encompass conceptualisation, design, retail and marketing of merchandise of brands under its management. Soon we may even be able to say that the new FIFA-branded stores worldwide are designed and rolled out from here," said Chua Taik Him, the Economic Development Board of Singapore's assistant managing director.

Every four years, the world is gripped by football's World Cup fever. Watched by billions, it is regarded as a marketing goldmine. However, FIFA wants to go beyond cyclical promotions to year-round marketing with merchandising stores. The first are planned for Singapore, followed by "thousands more" around the world.

"Singapore's focus on protecting intellectual property, Singapore's pro-business environment, the proximity to very exciting emerging markets, and also Singapore's a very exciting market on its own. We think we can build up a very exciting skill base here using all these elements," Mark Matheny, CEO of Global Brands, told Channel News Asia.