Following the launch of its FIFA merchandise in India, Amigo Sports has decided to assign its media mandate to Prachar Communications. Industry sources have pegged the business at Rs 5 crore.
Rajesh Jain, MD, Prachar Communications, has confirmed the win to exchange4media and added that no multi-agency pitch was involved and that the company had directly contacted Prachar to handle the business.
In June 2010, Amigo Sports had launched the FIFA merchandise in India through a licensing agreement with Global Brands Group, which is the master licensee of the FIFA brand globally. Amigo Sports will distribute the FIFA merchandise and will also open two official FIFA stores in the country by the end of the month.
Amigo operates 49 stores across the country. It plans to take this number to 100 in the near future. The company has also tied up with departmental stores like Westside and Shoppers Stop to push the FIFA merchandise. This will include five collections of menswear, women’s wear and apparel for kids. Going forward, the company plans to launch more merchandise ranging from eyewear to luggage.
The FIFA merchandise will also include the 1904 Collection, which offers a range of men’s vintage lifestyle apparel. There is also a Code Collection that aims to appeal to the youth aged 14-18 years. It is inspired by street football. There is also an Editions Collection that celebrates FIFA World Cup events in contemporary sportswear style.