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Fifa turns to MDR Brand Management to score new Pan-Asian licensing opportunities

Posted on 2 November 2021

MDR Brand Management has been appointed by FIFA, the international governing body of association football, to strategically build a long term licensing and brand extension programme surrounding all major FIFA tournaments, including FIFAe and the FIFA brand.

The collaboration will focus on licensing and retail activations in South Korea, South East Asia and China (FIFAe only).

As the world’s number one sport, football is loved 365 days a year. This presents a unique opportunity to create FIFA brand engagement that is lifestyle focused and can be experienced outside of tournaments.

MDR will be working with best-in-class partners to establish FIFA as a year-round evergreen brand, by developing new trend-led consumer products and immersive brand experiences at retail. MDR will also 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.

MDR will be representing the following properties in the mentioned territories:

  • FIFA Corporate Mark
  • FIFA Trophy Mark
  • FIFA Competition Mark (FIFA World Cup Qatar 2022™)
  • FIFA Competition Mark (FIFA U-20 World Cup Indonesia 2023™)
  • FIFA Competition Mark (FIFA Women’s World Cup Australia & New Zealand 2023™)
  • FIFAe Mark
  • FIFAe Competition Mark

Daniel Avener, CEO of MDR Brand Management, commented: ‘’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. Through our work, we are excited to continue to expand FIFA’s reach and to welcome new fans, all year round. We have an exciting challenge ahead and 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.’’

About MDR Brand Management

MDR Brand Management is an award-winning brand management business that helps to protect and build commercial value for brands across the world. Opened in September 2018, it is the first brand management business to be launched by a leading law firm in the UK, Mishcon de Reya.

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