Football fans not just in Portugal but around the world will be able to buy UEFA EURO 2004™ licensed products after Euro 2004, S.A. and Warner Bros Consumer Products, UEFA's appointed licensing agent, launched the tournament's official licensing programme in Lisbon today.
In an innovative concept in football licensing, Warner Bros Consumer Products has selected 28 licensees who will offer a wide range of products. More than 2,000 different items have already been developed and it is anticipated that this number will rise to 3,000. Six design concepts - among them national pride, the event itself, and the tournament mascot Kinas – have also been created to spread the appeal of the licensing programme from children through to devoted football fans.
The official licensed products are already available in more than 1,750 places throughout Portugal, including superstores, shopping malls, airports, tourism points, street kiosks, Galp gas stations, CTT Correios and BPI branches.
These products will be available not only in the Portuguese market but also in the key markets of Europe - Germany, France, Spain, Italy and Great Britain. A number of Asian markets where there is considerable interest in the tournament such as Japan, Korea and Thailand will also be part of the retail distribution plan.
To promote the official licensed products' range, a multimedia campaign will be launched in April. At the end of March, fans who prefer to buy their items over the Internet can log on to a virtual store at www.store.euro2004.com.
'One step ahead'
The executive board member of Euro 2004, S.A., Ângelo Brou, expressed the company's satisfaction with the licensing process, saying: "This programme has two aims. [First] to add more joy to the tournament's atmosphere without forgetting the importance and the involvement of the commercial affiliates and the host cities. The other intention is that these products can become very valuable memorabilia items. They are very high-quality products which reflect the importance of football extremely well."
Alan Ridley, senior director of the UEFA marketing operations centre, said: "The official licensing programme is one of the key elements for the organisation. When UEFA defined the whole concept, it wanted everybody to know how big and important EURO 2004™ is [and that] UEFA has chosen to use Portuguese licensees to get the country involved in the atmosphere of the event. The licensees we have chosen provided us with a huge variety of exciting and creative products."
Also present at the launch was Bernardo Carvalho, the Portuguese commercial director of Warner Bros Consumer Products, who made a presentation of the wide range of products available, which was followed by a display of the textile range.
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