De La Rue Delivers Secure Solution to FA

The England Three Lions Crest is being secured with a brand licensing solution from De La Rue for the UK and Europe. The system incorporates a hologram with a secure online track and trace system. The FA’s own holograms will be originated and man

April 6, 2018

The England Three Lions Crest is being secured with a brand licensing solution from De La Rue for the UK and Europe. The system incorporates a hologram with a secure online track and trace system. The FA’s own holograms will be originated and manufactured in the UK, then shipped to licensees and applied to hang tags and packaging of all England merchandise.


De La Rue’s solution means that The FA’s brand is protected against threats from counterfeiting, gray market distribution, and piracy. Each licensed product is effectively given a “license plate,” allowing it to be tracked and verified as genuine England product anywhere in the world.


The system also provides a strong deterrent to royalty fraud as underreporting becomes highly visible and out-of-territory sales are easily traceable.


In other news, Parragon Books has reported record sell-in of the Official England Annual 2008. In an agreement brokered by Copyright Promotions Sport on behalf of the FA, Parragon was awarded the official

England children’s and event publishing rights earlier in the year. Made up of five sections and written specifically for young football fans,

The Official England Annual 2008

covers everything from football skills to player profiles with a section devoted to the new Wembley stadium, and history of the game.

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