Indiantelevision.com Team

(30 January 2009 11:00 pm)

MUMBAI: Soccer's governing body Fifa and Panini, the world's largest publisher of collectibles, have signed a joint agreement for the next six years.

The exclusive agreement will cover the next two World Cups in South Africa 2010 and Brazil 2014 for trading cards and sticker album collections. Panini collections have proven to be so popular over the last 10 tournaments that Panini became the natural choice to continue its work with Fifa.

Fifa's director of marketing Thierry Weil says, "Fifa is proud to work with our long-term licensee Panini for the 2010 and 2014 FIFA World Cups, especially after the success story of Germany in 2006."

The 2006 Fifa World Cup in Germany created the opportunity for Panini to mastermind the most successful collectible campaign in history. Panini sold its programme in almost 100 countries around the world, smashing all previous sales records.

Trading cards and stickers are collected by an increasing number of consumers. Three generations have now grown up with the hobby as a firm favourite, with many children benefiting from the keen assistance and involvement of their parents and grandparents. However, many enthusiasts within the older age brackets do not need children as their excuse to get involved and are openly as keen to complete their collections.

Panini's Group licensing director Peter Warsop says, "The Panini Group is privileged to have been appointed the exclusive collectible sticker and trading card licensee again. FIFA's decision to re-appoint us as its licensee is a great reward for the investments made previously. We are already in discussions with our promotional partners and are committed to continuing the positive trends we have already seen across all product categories."