MDR Brand Management has been appointed by FIFA to strategically build a long-term licensing and brand extension program surrounding all major FIFA tournaments, including FIFAe and the FIFA brand.
The collaboration will focus on licensing and retail activations in South Korea, South East Asia
and China (FIFAe only).
MDR will be working with partners to establish FIFA as a year-round evergreen brand, by developing new trend-led consumer products and immersive brand experiences at retail. MDR will also maximize tournament-led opportunities surrounding high profile matches, starting with the FIFA World Cup 2022 in Qatar, the FIFA U-20 World Cup in Indonesia in 2023 and the FIFA Women’s World Cup in Australia and New Zealand in 2023.
MDR will be representing the following properties in the mentioned territories:
- FIFA Corporate Mark
- FIFA Trophy Mark
- FIFA Competition Mark (FIFA World Cup Qatar 2022）
- FIFA Competition Mark (FIFA U-20 World Cup Indonesia 2023)
- FIFA Competition Mark (FIFA Women’s World Cup Australia & New Zealand 2023）
- FIFAe Mark
- FIFAe Competition Mark
“We are honored to be working with the world’s most renowned sports organization with a wonderful mission to make the favorite game more accessible and inclusive globally,” says Daniel Avener, chief executive officer, MDR Brand Management. “Through our work, we are excited to continue to expand FIFA’s reach and to welcome new fans, all year round. We have an exciting challenge ahead and I believe that through our extended services that go further than brand extension and retail, we can truly service FIFA and unlock long-term opportunities beyond key tournament periods.’’