World Cup products hit China shops

FIFA recently launched the official licensing program in China for the upcoming FIFA World Cup, providing Chinese soccer fans with the opportunity to share in the excitement of arguably the globe's greatest sporting extravaganza.

Sports marketing specialist Infront is working with FIFA to launch a full line of product categories in China featuring the official emblem, tournament logo, mascot and the official trophy mark.

FIFA's licensing program will provide multiple Chinese enterprises with the opportunity to engage and support world soccer's showpiece, as well as other prestigious FIFA events such as the Women's World Cup, set to take place in Australia and New Zealand in 2023.

As the exclusive licensing agent in China for FIFA World Cup tournaments and events, Infront will coordinate and execute the entire licensing program.

The multiyear agreement will see Infront work with FIFA to develop a China-dedicated licensee and retail strategy for both the men's and women's World Cups. The agreement with Infront includes the 2026 FIFA World Cup in the US, Canada and Mexico. Infront has also been granted the rights of FIFA historical marks as part of this agreement.

Infront will have a dedicated Beijing-based team responsible for the management of the program. This team of experts will enrich the program in the Chinese market by engaging official licensees who are able to design, produce and sell FIFA-licensed goods in China. The extensive range of licensed products will provide fans with access to products such as toys and games, plush, souvenirs, apparel and precious metal. Products featuring Chinese cultural elements－including art and crafts, collectable jade items, jewelry and much more－will also be on the market. These items will be available soon online and in retail stores nationwide.

Due to the presence of counterfeited goods on the market, it is crucial for consumers to recognize the identification and logo of officially licensed products. The FIFA hologram is also used to authenticate packaging on each official product.