2010 FIFA World Cup™ Official Licensed Product
© The Official Emblem and Official Mascot of the 2010 FIFA World Cup South Africa™ and the FIFA World Cup Trophy are copyrights and trademarks of FIFA. All rights reserved.
How retailers can benefit from the 2010 FIFA World Cup™
Official Licensed Product design themes
Index of Official Licensees
Air fresheners and travel mugs
Coasters, table mats
Face masks and memorabilia
Ties, cufflinks, scarves
Toys and plush Zakumi
Traditional wear blankets
Fine art and collectibles
Back cover Distributor to petroleum industry
The 2010 FIFA World Cup™ Official Licensed Product is published on behalf of the Global Brands Group South Africa by Rocklands Communications cc. Reg. No: 1997/057165/23. Members: N.J. & G. C. du Toit. P O Box 12197 Mill Street 8010. 22 Rocklands Avenue, Highlands Estate, Cape Town 8001. Tel: 021 461 2544. Fax: 021 461 2549. Publisher: Nicol du Toit. Design: Carin Hardisty. Printing: ABC Press. Distribution: Imbali GLOBAL BRANDS GROUP SOUTH AFRICA TELEPHONE 011 537 4640 // 2ND FLOOR 25 RUDD ROAD ILLOVO 2196 GAUTENG WEBSITE WWW.GLOBALBRANDSGROUP.COM
invited to come to the party All Southern African retailers, whether they are in Aberdeen or Zastron, Angola or Zimbabwe, are invited to join in the 2010 FIFA World Cup™ celebrations by attracting football fans and patriotic South Africans to their stores with official licensed merchandise. The extensive retail licensing programme launched by Global Brands Group South Africa will be a world first in terms of the scope and special focus on retailer needs
hen people are touched by an experience, they want to cherish it in their memories with a keepsake: the menu of their matric dance; photographs of their wedding; a mug commemorating the wedding of Princess Diana and Prince Charles; a T-shirt celebrating the ‘Boks win in the World Cup(s)… or now, in anticipation of the biggest event yet to touch the lives of all South Africans, an item that will always remind people from across the world that “I was in South Africa for the 2010 FIFA World Cup™”. Whether they are football supporters or not, the 2010 FIFA World Cup™ will be this decade’s most memorable event for all South Africans — and most of them have not yet fully grasped the scope of the event. But, as kick-off nears, the teams start to arrive, the fans flock to our cities and the excitement grows, the majority of South Africans will want to show their true patriotic colours.
Left: Global Brands General Manager Paul Zacks understands the needs of official licensees and the sports retail industry as he marketed and distributed Canterbury to the South African retail trade. Below: All indications are that retail sales of FIFA Merchandise during the 2010 FIFA World Cup™ will follow the growth trend of previous World Cups — or do better.
the many visitors expected to stay a little longer and explore the country. Retailers from the remotest to the most populated parts of Southern Africa can make sure that their communities join the month-long football party and not remain wall-flowers, simply by bringing the World Cup to them in the form of licensed products. But, apart from locals buying items to commemorate the 2010 FIFA World Cup™, football is fanatically followed in more countries than there are members of the United Nations and they are getting ready to come: within ten days after the third phase of ticket applications had opened overseas supporters from 166 countries had applied for 114 237 tickets online. In addition, the 32 participating member associations have started selling their allocated team specific tickets. According to Horst R. Schmidt, Chairman of the FIFA Ticketing SubCommittee, “In comparison with the previous editions of the FIFA World Cups, the latest ticket applications figures are impressive.”
They WILL come to the party — as 55 000 Capetonians showed when they converged on the Long Street Fan Park to be part of the Final Draw celebrations. As one reveller said: “This is one of those ‘where were you when this Retailers countrywide can contribute by making the visit of the World Cup tourists even more memorable by offering them items to take home happened’ occasions — and I want to say I was there, I was part of it.” to show ‘I was there’ or as gifts for their friends and families. They will buy And most people will want to buy some tangible reminder that they are souvenirs, and what better than a keepsake of the event? participating in this life changing event. According to a recent study commissioned by SA Rugby, the As the film Invictus so poignantly illustrates, the 1995 Rugby World Cup approximately 37 000 fans that travelled the country during the 2009 changed South Africans’ perception of themselves and their country. British and Irish Lions Tour generated R1.47-bn in direct and indirect People still cherish World Cup 1995 embroidered caps, photographs of value for the travel and tourism industry. It is projected that 450 000 Joel Stransky’s tournament-winning kick or that incredible plane flight. sport tourists will visit South Africa during June-July 2010. The 2010 FIFA World Cup™ will do much more, the pundits predict. Most South African retailers are in an unique position as an extensive retail South Africans were mere TV viewers of the rugby world cup games — programme has been developed by the Global Brands Group’s South but thousands of them will be direct participants in the 2010 FIFA World African office. They have awarded manufacturing, distribution or Cup™ through Fan Parks, teams based in towns across the country and distribution and manufacturing licenses to close to 50 South African GLOBAL BRANDS GROUP SOUTH AFRICA TELEPHONE 011 537 4640 // 2ND FLOOR 25 RUDD ROAD ILLOVO 2196 GAUTENG WEBSITE WWW.GLOBALBRANDSGROUP.COM
Continued: South African retailers are invited to make the most of the opportunities offered by the 2010 FIFA World Cup™ by stocking up on the varied products from the distributors and manufacturers licensed by the Global Brands Group.
companies (at the time of going to press) to produce a wide range of products to satisfy every potential customer’s taste, need, nationality or age group (as can be seen in this catalogue). This will be the first World Cup event that the Global Brands Group licenses for FIFA, as the organisation had run their own licensing programme until 2006. Founded in 2003, the Global Brands Group also has the worldwide licensing rights for wellknown brands like the PGA, FIBA, Disney, Warner Bros and in 2005 FIFA gave them the rights to appoint licensees for all current FIFA event marks (including U17, women and beach soccer) as well as all historical mascots, emblems, marks etc.
team understands the needs and problems faced by local distributors and retailers. General Manager Paul Zacks, who joined the Global Brands Group in January 2008, was responsible for securing the Springbok sponsorship for Canterbury when he was CEO of the company distributing the brand in SA. Retail Sales and Merchandising Manager Darryll Kroll worked with him as sales manager at Canterbury, where Global Brands Group South Africa office and marketing manager Analize Pedregal was the marketing manager.
Zacks recently completed a study of the SA counterfeit market for his MBA degree from UCT and came to the conclusion that one of the three Previously, the licensing programme was main drivers for the growth of the counterfeit problem is the lack of limited to the host country – now the Global Brands Group has taken availability of product when there is a high demand. it globally, which has several benefits for retailers stocking 2010 FIFA World Cup™ merchandise. For instance, FIFA is becoming a recognised The history of product sold for previous World Cups — rugby or football global brand name that needs no introduction to international tourists. — shows that demand had far outnumbered expectations. In 2006 adidas had ordered more than double the number of German team This also means that they have access to the best manufacturers in shirts they expected to sell during the tournament — and these were the world — for example, glass objects from ARC in France. This time sold out during the first week. “I can only appeal to retailers to order there is only one licensee per category — this not only prevents overenough stock well in advance, as many of the licensed products cannot saturation of the market, but also ensures that the product could be be manufactured at short notice,” says Zacks. “If you run out of stock, sourced from best in class suppliers. you’ll lose many potential sales.” “Our job is to protect FIFA and we therefore have to vet all aspects He suggests that retailers should think about the specific needs of of the manufacturing and distribution process very carefully,” explains tourists when ordering product. “For example, they might come Zacks. “We are very careful about the conditions under which the prepared for sunny South Africa and then find that our winter is much products are made and where they are made. We have checks and colder than expected and that they can keep warm by wrapping balances all the way. We only deal with credible companies, where themselves in traditional blankets,” suggests Zacks. “Alternatively, there is no potential risk.” they might not be prepared for our strong midday sun, even in midThey therefore ensure that all manufacturers adhere to international winter, and need sunglasses or headwear for protection.” Europeans good labour practices — e.g. that fair wages are paid, that working also still wear ties to work — even journalists — and will therefore be conditions are acceptable and that no child labour is involved in the inclined to buy ties as keepsakes for colleagues. manufacturing of products. Some big categories, for which there will be a high demand worldwide, “We also started promoting the licensed products for the 2010 FIFA are manufactured internationally and distributed by local distributors, World Cup™ much earlier than in Germany, where they only started who are also carefully vetted. These include product categories like selling licensed products during the World Cup year,” says Zacks. Yet bags, balls, key chains and headwear. In SA, the licensed apparel is licensed products worth $2.3-bn (about R17-bn) had been sold during manufactured locally, as well as certain products that are unique to SA the 2006 FIFA World Cup™ in Germany. “The expectation is that this like vuvuzelas, makarapas and tribal blankets. Ceramics products are also manufactured locally. World Cup will do better,” says Zacks. This time around, there is also much more of a focus on retail sales. With And the good news is that there is not a fast-closing window for placing many years’ experience of marketing and distributing to the SA sports future orders: the local suppliers featured in this catalogue have not retail industry, the South African Global Brands Group management set a deadline for orders… provided that stock lasts. GLOBAL BRANDS GROUP SOUTH AFRICA TELEPHONE 011 537 4640 // 2ND FLOOR 25 RUDD ROAD ILLOVO 2196 GAUTENG WEBSITE WWW.GLOBALBRANDSGROUP.COM
A THEME for every store
The diversity of product, themes and designs of the 2010 FIFA World Cup™ merchandise enables retailers to individualise their product offering
rom the bold browns and golds of Africa, the bright colours of the logo, the happy face of Zakumi, or the stylish swirls of the Rainbow Nation… there is a theme and product style that will enable retailers to individualise their 2010 FIFA World Cup™ merchandise. Four of the themes have been developed by Global Brands Group South Africa specifically for the 2010 FIFA World Cup™ By concentrating on a theme or combining themes, the look of the World Cup area in one store will be completely different to that of a retailer down the road. At a glance, customers could believe that the product offering is unique to the store.
retail categories, features all of the event’s intellectual property, including logos, emblems, word marks, etc. (see below) The premium quality range is aimed at the more upscale international markets and select retailers. Premium products, which could include Collectables and Limited Edition items, are produced according to top quality international standards, and sold at higher price points. The mascot range (Zakumi) is an extension of the core range, but is more orientated towards — but not limited to — infants and children.
But, although the themes have a completely different look, the style, packaging and quality of designs are all controlled by the Global Brands Group to ensure uniform quality. Within a theme there are multiple graphics — licensees were given a portfolio of about hundred graphics to choose from so that the designs have a consistent look and feel across forty products. Even the swing tags, packaging and colour will be uniform. The Global Brands Group have also developed style guides for Point of Sale — for example, a tie stand, hat stand, eyewear stand etc. that can be ordered from the specific licensees. There are pallets for specific products and also stands combining several product categories. There are full pallets, half pallets, quarter pallets, counter stands… again, enough choice to individualise your display.
Celebrate — Football is Life The core foundation range of products, marketed world-wide to all
Examples of the “Zakumi” theme.
Zakumi Playful and cuddly, the Zakumi range will appeal to all who want to remember the 2010 FIFA World Cup™ as a fun-filled event. Learners will want to boast with Zakumi backpacks and lunch boxes, youngsters will cuddle up with Zakumi plush toys or chase after the balls. The Zakumi items should also be popular amongst dads who want to take a gift home for their children.
Rainbow Nation This theme (right) reflects the hope that by hosting the 2010 FIFA World Cup™ all South Africans will be united by one goal. The designs embrace the spirit and colour of South Africa with iconic South African imagery, football graphics and messages celebrating the fact that the world cup is being held in South Africa. Examples of the “Celebrate” theme.
Examples of the “Rainbow Nation” theme.
This range has so far been very popular amongst South Africans shopping at mid-upscale and premium outlets.
GLOBAL BRANDS GROUP SOUTH AFRICA TELEPHONE 011 537 4640 // 2ND FLOOR 25 RUDD ROAD ILLOVO 2196 GAUTENG WEBSITE WWW.GLOBALBRANDSGROUP.COM
Products subject to ямБnal sign off by FIFA. Changes and slight variations may occur.
MANUFACTURED UNDER LICENSE BY GLOBAL BRANDS GROUP // DISTRIBUTED BY SKYE GROUP TELEPHONE 087 940 4600 // FAX 087 940 4609 // C/O PRELUDE & RENAISSANCE CROWN MINES JOHANNESBURG GAUTENG // PO BOX 5604 JOHANNESBURG 2042 GAUTENG EMAIL AHASSAN@SKYEGROUP.CO.ZA // WEBSITE WWW.SKYE-SA.CO.ZA
Mega marker in display box Putting cup
40 X 60 woven trophy golf towel with deluxe metal carabiner
40 X 60 woven FIFA 2010 event logo golf towel with deluxe metal carabiner
40 X 60 woven Zakumi golf towel with deluxe metal carabiner
Zakumi putter cover
Scorpion divot tool and Troon hat clip gift set
Trophy deluxe UV protection golf umbrella in SA 2010 cover
Zakumi & FIFA 2010 deluxe UV protection golf umbrella in SA 2010 cover
Scorpion divot tool Zakumi and FIFA 2010 event Custom shaped logo custom shaped hat clip divot tool Products subject to ďŹ nal sign off by FIFA. Changes and slight variations may occur.
12 Zakumi and FIFA 2010 full colour printed golf balls
Asbri divot tool with ball marker
Troon hat clip
Crocodile hat clip and Talon divot tool gift set
MANUFACTURED UNDER LICENSE BY GLOBAL BRANDS GROUP // DISTRIBUTED BY BANDIT DISTRIBUTOR TELEPHONE 011 608 2468 // FAX 011 608 2441 // 17 VILLAGE CRESCENT LINBRO VILLAGE LINBRO BUSINESS PARK LINBRO PARK 2065 GAUTENG // PO BOX 1324 GALLO MANOR 2052 GAUTENG EMAIL MARK@BANDIT.CO.ZA // WEBSITE WWW.BANDIT.CO.ZA
Products subject to ямБnal sign off by FIFA. Changes and slight variations may occur.
MANUFACTURED UNDER LICENSE BY GLOBAL BRANDS GROUP // DISTRIBUTED BY SAPPHIRE LOGISTICS TELEPHONE 011 387 1800 // FAX 011 974 0406 // UNIT 3 LOPER AVENUE SPARTAN ISANDO JOHANNESBURG GAUTENG EMAIL GRANT@SAPPLOGISTICS.CO.ZA