FIFA and Intersport seal deal to set up retail outlets for 2014 World Cup

Latest reports state that FIFA has entered into an agreement that now sees Intersport as the official event shop of the 2014 World Cup.

Intersport plans to install exclusive 2014 World Cup retail outlets in more than 550 stores across 20 countries. They also have exclusive rights to produce official licensed products for next year’s tournament in Brazil.

Sources revealed that numerous official event shops are to be set up before Christmas this year. Intersport had previously operated as the official event shop for the 2011 Women’s World Cup in Germany, and therefore was FIFA’s choice for the upcoming world cup.

Intersport will also play a similar role in UEFA Euro 2016 at France.

FIFA marketing director,Thierry Weil, said: “Intersport’s vast experience in event licensing will be a great support in ensuring that football fans are able to engage with the FIFA World Cup through an excellent range of merchandise which will be available in their stores.”

CEO of Intersport International,Franz Julen, said “Football is and remains the world’s most famous and popular sport and is a key category of almost every Intersport store. Our involvement in the 2014 FIFA World Cup Brazil is another milestone in helping us to further strengthen Intersport’s position as the world’s biggest football retailer and to further differentiate us from our competitors.”

Source: soccerex