FIFA has passed the ball to MDR Brand Management to handle its licensing and brand extension programs in Southeast Asia and China.
The deal with FIFA—the international governing body of association football—will cover the long-term licensing programs surrounding all major FIFA tournaments, including FIFAe and the FIFA brand.
The collaboration specifically focuses on licensing and retail activations in South Korea, South East Asia and China (FIFAe only).
“We are honoured to be working with the world’s most renowned sports organisation with a wonderful mission to make the favourite game more accessible and inclusive globally,” said MDR CEO Daniel Avener. “Through our work, we are excited to continue to expand FIFA’s reach and to welcome new fans, all year round.”
MDR says it will be working with its partners in the region to develop new consumer products and immersive brand experiences at the retail level.
The company will also look to maximise tournament-led opportunities surrounding high profile matches, starting with the FIFA World Cup 2022 in Qatar, the FIFA U-20 World Cup in Indonesia in 2023 and the FIFA Women’s World Cup in Australia and New Zealand in 2023.
As part of its contract MDR will be representing the FIFA logos and graphic properties in included territories, including the FIFA Corporate Mark, the Trophy Mark, the Competition Mark for FIFA World Cup Qatar 2022 and Women’s World Cup Australia/New Zealand in 2023, the FIFAe Mark, and the FIFAe Competition Mark.
“We have an exciting challenge ahead,” Avner said. “I believe that through our extended services that go further than brand extension and retail, we can truly service FIFA and unlock long-term opportunities beyond key tournament periods.”