Euro 2016 is fast approaching, but what’s next for the England brand off the pitch?
Such has been the success of The FA’s decision to bring its domestic licensing business in house, the international licensing programme has followed suit with the entire global programme now being managed solely by The FA’s licensing team.
“Our aim is to deliver what our England fans expect across the globe, while reinforcing the brand awareness and the positivity behind this move has been overwhelming,” comments Nicky Stanton, senior commercial acquisitions manager at The FA.
Internationally, The FA has appointed best-in-class master licensees across various core markets including Japan (IMG), China (PPW), South Korea (SMG), Australia (Merchantwise), South East Asia (MAP) and USA (One Entertainment).
The FA also has international partnerships with Panini, Lidl, Budweiser and Emirates to name but a few.
Domestically, Aykroyds has re-joined the licensing programme, while long-standing partners EA Sports, Hy-Pro, Forever Collectibles, Score Draw and Sporting ID were renewed to help deliver the strategic elevation of the England brand.
As additional drivers of the new approach, The FA has appointed a number of high-calibre licensees including Flyers Group and Majestic for apparel, Panini to provide the highly sort after sticker collections and Emporium Eyewear.
With a keen focus on providing football opportunities for everyone Nicky reveals: “As a not-for-profit organisation, The FA invests its profits back into grassroots football, contributing over £100m back into the game each year.”
This year is set to be an exciting one for The FA and the nation’s plans in the summer will be cancelled in favour of watching the team at UEFA Euro 2016.
In addition, 2016 marks 50 years since The FA invited the world to England and share the 1966 World Cup. To commemorate this, The FA is building a calendar of events and exclusive product as it builds to the 1966 final anniversary on July 30 2016.
For fans, licensees and retailers alike, this summer’s tournament looks set to be one of the biggest ever. Panini’s job of picking the England Squad for the Euro Collection has got harder than we ever thought it could.
This feature originally appeared in the Spring 2016 edition of The Licensing Source Book. Click here to read the full publication.
