FIFA’s retail and licensing programme for Russia to be managed by third party

FIFA and Russian company Megalicense Entertainment have signed an agreement for Megalicense to manage the retail and licensing programme of the FIFA Confederations Cup 2017 and the 2018 FIFA World Cup™. The programme includes the production of official licensed products and the opening of official fan shops in the host country.

Megalicense has been selected as part of a tender process that was held among five Russian companies from the licensing and retail business. The criteria included, among others, sales forecast, financial model, product categories, experience and resources. As the largest licensing agency in Russia and working with well-known international brands, Megalicense responded best to the defined principles and promises to deliver an outstanding licensing programme fan experience for the Tournament of Champions taking place in June/July as well as the pinnacle of world football next year.


“For FIFA it is very important that Russian citizens and football fans from all over the world have the opportunity to purchase high-quality licensed products, which are a very important element of the tournaments and contribute significantly to the fan experience and event promotion. Such products are like a piece of the action, generating positive emotions and representing great memories of these unique events for a lifetime,” said FIFA’s Chief Commercial Officer, Philippe Le Floc’h.



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