TOTAL LICENSING
Football, soccer, Fútbol... whatever though only 16 countries qualified!) and South America and Asia creating
it is called, it’s the one game that is with pricing ranging from €0.5 up to and delivering products to the world’s
played and loved the world over. €200. Panini stickers set a new record top retailers. State of the art proc-
Licensing programs abound in the for a Euro event with volumes in ex- esses and digital solutions were put in
world of soccer. On the following cess of 200 million. place to quickly review and approve
pages, we have taken a snapshot of In addition, official retailers were ap- product, receive and record royalties,
a global football program, quintes- pointed in several markets including move samples around the world and
sentially British programs and how Austria and Switzerland where they ensure a top notch quality and trend
Mexican football is wooing the rolled out the first OLP collections right product across numerous prod-
Hispanic market in the US. one year before the tournament uct categories. The best selling articles
Global BrandS
start. included those featuring marks from
Sales in stadia and fan zones were par- Germany, Brazil, Mexico, France, Italy
Over the last five years Warner Bros ticularly strong and exceeded original and Spain.
Consumer Products has built an im- expectations
pressive football licensing program Club Football on a Global Scale
that includes leading events and clubs. Reaching audiences is no small feat
Deploying its creative and commercial but the payoffs can be signicant for
know-how, especially retail support, football clubs, licensees and retailers.
WBCP has established itself as one of Building a presence at retail for pow-
the key players in football licensing. erhouse football clubs like Manches-
In EMEA territories, the focus is on ter United, FC Barcelona, Juventus, AC
managing events working with UEFA Milan and Sao Paulo internationally
whereas in the Americas the focus takes great creative, innovative prod-
is more on managing multi-club pro- uct and perseverance. Now on a roll,
grams including Barcelona, Juventus, Warner Bros. Consumer Products is
Manchester United, Paris ST. Germain introducing for the first time, apparel,
and Sao Paulo. This two- accessories, stationery products and a
pronged approach wide assortment of gifts and novelties
has brought WBCP
UEFA Champions League
to consumers from Alaska to Argen-
a unique expertise in
The licensing program is a new devel-
tina and around the world. With over
the marketplace.
opment to support the UEFA Cham-
fifty licensing contracts licensee sales
pions League targeting very specific
execs are calling on top flight retail-
UEFA Euro 2008
target audiences and product catego-
ers like Target and specialty retail like
Championed by
ries.
Curacao in Los Angeles to give every
the mascot duo
Two new licensees have recently re-
football fan a chance to share in the
Trix & Flix ( created
cently launched their first collections.
joy of sporting merchandise from
by Warner Bros Con-
Santi from Italy are producing a broad
European, Latin American or Brazil-
sumer Products), the licens-
collection of travel bags in leather and
ian football clubs. The objective of
ing program supporting the
nylon with pricing up to €500 and
these licensing programs is to create
event surpassed the results
Sportandem have presented a sta-
new fans and raise the brand aware-
of 2004.
tionery collection with pricing ranging
ness for club football. And, according
The 60 licensees (al-
from €10 to €30.
to WBCP, it’s working! At last count,
most twice as many as
Additional licensees are in the pipeline
club football products were in-line at
in 2004), developed
to add men’s accessories and writing
over 4,000 retail doors from specialty
nearly 3000 Of-
instruments.
stores to department stores to mass
ficial Licensed market retailers. The top selling prod-
Products, sold
World Cup Football
ucts continue to be apparel and ac-
in over 50000
The 2006 FIFA World Cup Germany
cessories. Most recently, new product
outlets in 36
was by all accounts a major success.
offerings include stationery, gifts, team
countries (al-
Warner Bros. Consumer Products
sports and domestics and linens.
had over 65 licensees across North
134
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