Amigo Sport launches Fifa merchandise in India

MUMBAI: With the soccer World Cup kicking off tomorrow Amigo Sport has launched Fifa merchandise in India through a licensing agreement with Global Brands Group which is the master licensee of the Fifa brand globally. Amigo Sport will distribute Fifa merchandise and will also open two official Fifa stores in India at the end of the month.

Amigo operates 49 stores across the country. It will take this number to 100. It has also tied up with departmental stores like Westside, Shoppers Stop to push Fifa merchandise. This will include five collections of menswear, women’s wear and apparel for kids. Going forward the company will launch more merchandise ranging from eyewear to luggage.
Global Brands Group senior VP, GM Fifa and Football business unit Simon Hawkins says that Amigo had been working with them for two years to put together a plan for India. “Our aim is to have a significant presence in this market in four years time as opposed to simply trying to generate as much revenue in a short period of time. We have to build the Fifa brand correctly here. India has the potential to be one of largest soccer consuming nations in the world and we see a big opportunity here. While I cannot disclose the terms of the deal with Amigo they will pay us a licensing fee.

“The product line is being made in India. Amigo did a lot of research in terms of colors, fabric as well as studying market trends.”
He says that the aim of the Fifa Stores will be to provide fans with an entertaining in-store experience. The aim is to felect the dynamism of soccer since 1904. The stores will have official Fifa Collections, event merchandise and products from Fifa commercial Affiliates. “While the World Cup runs for one month the stores will be a year long activity. We have to nurture it. It will be about fusing football, fashion and culture. The good thing about soccer is that it has turned out to be recession proof. In fact it is one of the few things that has withstood the economic downturn. We have adopted a lifestyle premium positioning. However we have taken care that we are not too premium. Otherwise we would be unaffordable”

Amigo Sports chairman Sanjiv Mehta says that there are a range of price points ranging from Rs 500 for a T-shirt to Rs 6000 for a jersey. The Dempo Group has taken a minority stake in Amigo Sport which is targeting a turnover of Rs. one billion in two years. He says that Amigo is focussing on opening its own stores as well as official Fifa Stores in the right places. The first two Fifa Stores will open in the Palladium Mall and in Oberoi Mall. In terms of marketing activities to create awareness billboards and posters will be used.
The Fifa merchandise that will be available will include the 1904 Collection. This is a range of men’s vintage lifestyle apparel. It includes tracksuits, hoodies and T-shirts. There is also a Code Collection that aims to appeal to the youth aged 14-18. It is inspired by street football. There is also an Editions Collection that celebrates part World Cup events in a contemporary sportswear style.

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories