Dufry Sports strikes deal to operate official stores at Brazil 2014 World Cup
Source: ©The Moodie Report
By Dermot Davitt
Dufry Sports, a division of Basel-based Dufry Group, has signed a deal to operate official merchandise stores at the FIFA Confederations Cup 2013 in Brazil and at the FIFA World Cup in Brazil in 2014.
The agreement was signed with Globo Marcas, master licensee for the events in Brazil. Dufry Sports will operate official merchandise stores at domestic and international airports and official stores in the cities where the events will take place.
Dufry do Brasil President Humberto Mota said: “By signing this agreement, Dufry Sports consolidates its position in the retail market for sports goods, especially when it comes to major events.
“In the 2007 Pan American games, we were chosen to market items licensed by the Olympic Committee. Dufry Sports also performed such a mission successfully at the Military World Games.
“Now we will market the Official Products licensed by FIFA, both in the Confederations Cup, this year, and at the 2014 World Cup. We are proud of actively participating in these major events, in line with Dufry policy to ‘Think Globally, act locally.’
Dufry Sports operated the official store at the draw for the FIFA Confederations Cup 2013, in São Paulo. In addition to T-shirts and souvenirs, the competition’s official ball was sold, soon after its launch.
Established in 2007, Dufry Sports is in charge of selling official sports-related products. The brand’s first participation in tournaments was the Rio 2007 Pan American Games, with 72 stores at the event’s sports facilities, as well as a megastore in Copacabana beach, selling more than 500 licensed products.
Since then, Dufry Sports has been present as the official store operator at other major sports events, such as Stock Car (Brazil’s largest category of car racing), Rio Military World Games 2011, Novo Basquete Brasil – NBB, and in a series of street running events, such as the São Silvestre, São Paulo marathon, the Rio half marathon and the Volta da Pampulha running event.
The company has hired a technology and innovation company to develop a special store concept for sports fans, which will be launched in early 2013 with the opening of two stores in Brazil’s two main domestic airports: São Paulo Congonhas and Rio de Janeiro Santos Dumont.
The Congonhas unit will offer products related to a broad universe of sports, and the branch at Santos Dumont Airport will offer themed products linked to car racing.