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When it comes to World Cup opportunity there’s plenty of rip off potential. An official license is the only way to play it.
For all the heated discussion about how the new England shirt is being retailed, there is one vital fact to be considered, Umbro’s significant investment not just in holding the license to produce the kit, but in maintaining the authenticity of the product. Producing and protecting the inevitable sports retail profit has feelings running equally high as it is estimated that as many of nine out of ten shirts could be fake and counterfeiters could be taking the heaviest toll of all on sales.
In a recent BBC documentary, the consumer was given an insight into the work carried out by Umbro’s Brand Protection Officer, who it was believed has seized fake product worth about £11m in retail terms over the last six years. Market stalls, even Sports shops have been the result of intense investigation as the company attempts to stop the damage these products, primarily produced in Thailand, inflict on legitimate trade.
Genuine product is World Cup potential running at fever pitch, we spoke to Metro Sports, one of the officially licensed suppliers of those golden opportunity shirt numbers! They too have invested in ensuring that the names and numbers created enhance the garment and of course, have to predict retail quantities of an unknown element – squad details are only confirmed a couple of weeks prior to the event! Above all, they too must ensure that their product has its authenticity protected and manufacture with a UV registration mark to deter the counterfeiters. Inferior products are unlikely to conform to the rigorous testing that the manufacturers’ demand to ensure the product is dye migration resistant – with cheaper, inferior products colour bleed is likely to occur when applied to the shirt. Metro’s licensed category undoubtedly enables the
independent retailer to fill the niche in the market for dedicated service and the ability to respond quickly to his customers needs for personalised product. Aside from the World Cup there is the massive resulting potential from the 'grass roots' soccer market with clubs requiring badges, names and numbers. In the year leading up to Euro 2004, more than 24 million offical England products were sold. Hy-Pro operate globally from the UK meeting the demand for such merchandise, producing everything from footballs to flags to appeal to what is our highest sporting fan base.
One of the latest and smartest officially licensed World Cup accessories bound to offer must have potential is a pair of K1000 portable speakers launched by 'music on the move' specialists, Mini speakers. They deliver a strictly full-size stereo experience from virtually any audio device, including MP3/CD portable audio players well as laptop computers. These small speakers look good, but the fold-up 'clam shell' design makes them one of the most portable designs on the market.
No one can predict the full extent of this year’s World Cup potential, but the impact on the domestic market is, as Metro Sports pointed out, substantial. One of those companies concentrating on domestic merchandise is Home Win, who create product for the
majority of Premiership and Championship soccer clubs and also hold the license for the R F U taking their range into the next Rugby World Cup. They also hold a license with Empics, giving access to a database of over 9 million sporting heritage images for use on merchandise. Home Win’s design team are the creativity behind everything from mugs to soft toys, clocks, headwear, luggage, bedding, key rings and badges. They hold licenses for Chelsea, Arsenal and Liverpool as well as Tottenham Hotspur, West Ham, Everton, Charlton and Manchester City. The company has expanded premises in the past year by turning their warehouse into offices and outsourcing their distribution to handle increased business both from the clubs and also from the retail and wholesale trade.
F i l e O F a c t s
Home Win: 01923 228555
Metro Sport: 0845 601 5616
Umbro: www.umbro.com
Hypro: 01582 670 100
www.hy-pro.co.uk
Minispeakers: 01428 727003
