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Brands To Score Their Own Goals With FIFA World Cup 2018
The Franchising World
|July 2018
Football fans have plenty to rejoice as they prepare for the FIFA World Cup 2018 merchandise, and so do retailers who are leaving no stone upturned to monetize on the football fever.
Consider this: the total revenue of FIFA from licensing rights worldwide took a slump in 2017 (USD 160.21 million) as compared to USD 206.4 million in 2016, thus initially leaving the brands reluctant to get on board with FIFA. However, the negatives soon turned into positives and gradually they figured out a strategy to reach out to the FIFA fans and monetize on this fandom. Kicked off in Russia on June 14 and to continue up to July 15, the FIFA World Cup 2018 tournament is going to be the 21st edition of the quadrennial international soccer competition. According to Forbes, the FIFA World Cup is among top five most valuable sports events brands with a value of USD 229 million.
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