Following on from its success with the 2006 FIFA World Cup™ Licensing Programme De La Rue Holographics has been reselected to provide a highly secure anti-counterfeit solution to protect FIFA’s official licensed merchandise, including products for the 2010 FIFA World Cup South Africa.
The solution, which will be deployed globally, incorporates an easy to authenticate holographic label and holographic swing tag with SLSNet, an online ordering and tracking system. It will enable FIFA to uphold its brand values and make it easy for football fans to identify original official products.
The new FIFA holograms integrate advanced design techniques with De La Rue’s latest hologram technology. The 2006 FIFA World Cup demonstrated the growth of the brand, reaching out to more than 26 million television fans in 214 countries. A premium portfolio of licensed products with merchandise available all year round through the planned new FIFA Official Stores will further strengthen FIFA’s ties with football fans of all ages.
De La Rue’s brand licensing solution will ensure FIFA’s approved licensees can protect their ‘exclusive license’ investment by differentiating official premium products in the retail market. Consumers will also benefit because they are able to recognise and select authentic merchandise, giving them protection from counterfeits. The system provides a strong deterrent for preventing fraud and grey market diversion as under-reporting becomes highly visible and out of territory sales are easily traceable. It allows FIFA’s enforcement officials to track and verify genuine products wherever they are in the world.
Thierry Weil, FIFA’s Director of Marketing commented, “Merchandising has become a big part of the football experience. Not only do football fans dress up in the colours of their teams, but also in the colours of the tournaments. This is how supporters express their passion for and commitment to the game. The quality seals produced by De La Rue make it easy for any supporter to identify the original official items while guaranteeing the integrity of our licensing programme worldwide. All products are produced according to our code of ethics. This not only guarantees the quality of the materials but also ensures merchandise is socially acceptable and manufactured in line with the rules of the International Labour Organisation. We are very happy that De La Rue with its vast experience is working with us again on our licensing programme.”