The decision was made keeping in mind Warner's superior track record of entertainment marketing, licensing and merchandising. The deal with WBCP will enable Fifa to offer football fans outside the host country, a greater range of opportunities to obtain World Cup merchandise.

As per the terms of the deal, WBCP offices outside Europe and Japan will take charge of the licensing, merchandising and the retail programme supporting the tournament. WBCP will license the rights to use the event emblem, Mascot and the trophy for products in all the key categories: sports apparel and accessories, balls, footwear, bags, toys and games, headwear, pennants, etc.

Fifa general secretary Urs Linsi added, "The passion for football will grow further by offering high-quality, officially licensed merchandise to fans. With WBCP's expertise, Fifa will also be able to offer the 2006 Fifa World Cup official licensed products to fans in countries such as Korea, China, Brazil, Mexico, Argentina and the US."

Since the 1994 edition of the tournament, retail sales of licensed goods have tripled. The event licensing programme, which is handled by Fifa's marketing and TV division, has been expanded steadily over time. In addition, the structure of the programme has been constantly adapted to satisfy the needs of fans and to make the products more broadly available.