FIFA has appointed Global Brands as both its worldwide exclusive licensing representative and store operator for FIFA branded retail destinations. Additionally, Global Brands will act as the on-site concessionaire, in partnership with XP Events, for all FIFA events throughout this eight-year term.

FIFA created the international framework that makes football the World’s most popular sport. FIFA stands for values that unite the football world – Respect, Passion, Humanity and Authenticity. Global Brands will be developing ongoing licensing programmes that not only include the Men’s World Cup in 2010 and 2014, but also other key FIFA events such as Women’s World Cup, Beach Soccer World Cup, Futsal World Championship, U-17 World Championships and the World Youth Championships.

The FIFA World Cup™ Trophy is the ultimate prize in football, and every four years in June, 32 qualifying nations from the original 197 countries who enter, compete for the title of World Champions. On Friday 7 July, the Tempordrom in Berlin witnessed a welcoming to South Africa, and in turn South Africa welcomed the world. The official emblem of the 2010 FIFA World Cup™ was unveiled in a vibrant ceremony organized by the 2010 South Africa Local Organizing Committee. The continent has immense pride in the hosting the 2010 FIFA World Cup™ on African soil, and the need to ‘win in Africa, with Africa’. This event represents one of the most effective global marketing platforms. After all these years and so many changes the glistening Golden trophy is the embodiment of every footballer’s ambitions.