Walmart to Operate FIFA World Cup Shops in its Stores
Walmart has struck a licensing deal with FIFA to operate World Cup stores in nearly all of its markets around the world.
The actual number of individual Walmart stores that will open what Walmart termed “event” shops has yet to be determined.
“Walmart’s local market teams are currently determining locations now, so the number is pending at the moment,” Walmart spokesperson Kerstine Johnson said. “We do know that at least 15 countries are expected to participate.”
Those countries are: Argentina, Brazil, Canada, Chile, China, Costa Rica, El Salvador, Guatemala, Honduras, Japan, Mexico, Nicaragua, Puerto Rico, United Kingdom and the United States. Walmart, which reported fiscal year 2009 sales of $401 billion, has more than 8,000 retail units under 53 different banners in those countries.
Global Brands Group, FIFA’s exclusive worldwide master licensee, brokered the deal. The World Cup and the matches that run up to it draw millions of fans.
The deal marks the first between FIFA (The Fédération Internationale de Football Association) and a global mass retailer. The FIFA stores will offer selective exclusive FIFA World Cup official licensed products. The merchandise will be customized for the country where it will be sold.
The 2010 FIFA World Cup is scheduled to take place between June 11 and July 11 at The Nelson Mandela Bay Stadium in South Africa. The matches are the culmination of a qualification process that began in August 2007 and involved 204 of the 208 FIFA national teams.
