FIFA merchandise stores open doors

There are less than 1000 days left before the world cup is held on African soil, but on Sunday the first official 2010 FIFA World Cup store opened its doors only hours before the Preliminary Draw was held at the International Convention Centre in Durban.

According to FIFA.com, Chief Executive Officer of the Local Organising Committee Danny Jordaan and FIFA Executive Committee member Franz Beckenbauer, along with soccer legends Mark Fish and Doctor Khumalo lined up outside the store to shoot soccer balls through the entrance of the new store.

On Monday, ten more shops opened at various Edgars stores around the country. A further 150 more shops will be opened before 2010.

“The official stores will enable fans to experience the unique atmosphere of the world cup. Customers visiting the official fan shops will be transported into a world focusing on the historic event on African soil.”

Beckenbauer said every time he came to South Africa he could feel the excitement and growing anticipation for the event.

“With the opening of the first official store, the world cup has become part and parcel of people's everyday lives. The merchandise allows football fans to taste the passion and make a connection with the event.”

He said he was sure the official stores with their product lines will satisfy the needs of the fans in their warm-up for the 2010 event as the official shops in Germany did successfully for the 2006 World Cup.

Jordaan said merchandising has become a big part of the world cup experience: “Not only do football fans dress up in the colours of their teams at a world cup, but also in the colours of the tournament. The opening of the first official store provides football fans, officials and the general public with the first opportunity to start 'wearing the tournament' so to speak.”

FIFA announced last week that Edgars Consolidated Stores had been appointed the official operator for the official merchandise stores in South Africa, with regards to branding in terms of retail and clothing.

The agreement also includes the right to produce official licensed merchandise for the event and will act on behalf of FIFA's master licensee Global Brands.

FIFA General Secretary Jerome Valcke said earlier that the shops offer FIFA and LOC a great opportunity to reach out to football fans across the length and breadth of the host country.

FIFA said the success of the event stores underlined the increasingly important role that fan shops played as local centres of attraction.

Steve Ross, CEO of Edcon, said the company was proud to be associated with the "biggest sporting event in African history to date".

Official FIFA World Cup Stores have enjoyed considerable success in the past.

The very first official FIFA World Cup shop opened on the Champs-Elysees in Paris in 1998, while 18 shops were set up for the event in Korea and Japan four years later.

By the time the 2006 world cup kicked off, there were 300 shops across Germany.

Article published courtesy of BuaNews