TOTAL LICENSING
region. According to Pershon Wong Asian market and suited to the culture Management Ltd, a Hong-Kong based
of EZ Shopnet, “The initial project in and taste of Asian shoppers.” company is now actively licensing Ital-
the partnership is the development of But Chelsea are by no means the only ian clubs AS Roma and AC Milan into
Asia’s first Chelsea FC online megas- soccer club to have an active program China and Hong Kong together with
tore which lauched in June. This offers in Asia. Other high profile clubs such EUFA Euro 2008 brands.
all the merchandise carried on the as Manchester United have achieved The company produces a variety of
official UK website together with a significant revenues from licensing items, including cups, watches and sta-
range of products tailor-made for the in Asian territories and World Team tionery.
GLOBAL BRANDS GROUP
A sporting powerhouse
Of course the largest agency that special- Global Brands will develop programs that out the world. It is the only basketball
ises in sports licensing in Asia is Global include the 2010 and 2014 FIFA World authority recognised by the International
Brands Group. Founded in 2003, today Cup together with other FIFA events Olympic Committee.
the company, which is headquartered including the FIFA Women’s World Cup, Global Brands has been appointed as
in Singapore, has a the annual FIFA FIBA’s exclusive master licensee and
network of fourteen Beach Soccer World licensing representative for all FIBA in-
offices in major cities Cup, the FIFA Futbal tellectual property, in all categories of
around the world and World Cup and the products and services at retail, online
employs in excess of FIFA U-17 World and onsite. Additionally, Global Brands
140 people. Cup. The company will exclusively manage FIBA’s premi-
One of the most re- has also been grat- um program. The FIBA brand licensing
cent signings has ed the right to use program will encompass specific event
been FIFA who have FIFA historic marks and permanent retail merchandise con-
appointed Global for the develop- cepts. Key events include the FIBA World
Brands Group as their ment of product Championships and the FIBA Continen-
exclusive retail, licens- collections for the tal Championships.
ing and event mer- FIFA World stores. “We pride ourselves on our global ap-
chandising representative on a world- This archive dates back to the first FIFA proach to licensing and brand manage-
wide basis from 2007 to 2014. World Cup in 1930. ment which consists of creating manu-
Global Brands’ mission is to create a Beyond the FIFA program, Global Brands facturing, retail and promotional partner-
sport, leisure and lifestyle range of FIFA have been appointed by The Football ships worldwide, with a particular focus
official licensed products and the com- Association in the UK to manage their on bringing brands to life for consumers
pany will also act as the on-site con- licensing program outside Europe. In ad- through innovative retail development,”
cessionaire for all FIFA events through dition to the use of the England Crest, said Mark Matheny, Co-CEO and co-
the eight-year term. From 2008, Global licensees also have access to player chairman of Global Brands Group and
Brands will also launch imagery, signatures, names and squad chairman of the International Licens-
the worldwide roll-out of numbers under the banner of Team ing Industry Merchandisers’ Association
new FIFA branded retail England. (LIMA). “We are constantly working on
outlets – the FIFA World Away from soccer and Global Brands new ways to extend each of our brands
Official Stores – initially has a worldwide (excluding the US and further in the global marketplace.”
in South Africa, the home Japan) program for the PGA Tour, the Gary Schoenfeld, Co-CEO and president
of the 2010 FIFA World international golf program that has tel- of Global Brands Group continued. “In
Cup. evision exposure in over 200 countries. a few short years we have amassed an
The stores will combine exclusive au-
Pgatour.com is the leading golf website unparalleled group of brand partners
thentic FIFA World Cup inspired mer- with 1.5 billion viewers in 2005 and the including world renowned sports and
chandise, with products and promotions licensing program has proven retail loy- entertainment brands FIFA, FIBA, the
related to FIFA and all 12 World Cup alty with over 100 licensees in twenty PGA TOUR and England’s The FA. With
events for youth, women, men, futbal countries. sports icons such as LeBron James, Tiger
and beach soccer around the world. Finally, Global Brands are marketing FIBA Woods and David Beckham leading the
The first of the FIFA World Travel Retail the world governing body for basketball way in their respective fields, all four of
Stores will open in Singapore at Changi – on a worldwide basis. Headquartered these brands represent exciting world-
Airport’s new Terminal 3 in January in Geneva and represented by 213 Na- wide growth opportunities.”
2008. tional Federations of Basketball through-
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