The 2018 Soccer World Cup is in full swing. Despite the early elimination of the German national team, the sporting event is a billion-dollar business – not only for FIFA. The trade and the toy industry have launched promotional products.

Handelsblatt estimates FIFA’s turnover for this year’s World Cup at around 5.5 billion euros. In addition to income from TV rights, advertising and ticket sales, licensing rights for fan articles also make up a large part of this. According to Steve Reece, CFO Kids Brand Insight, “It goes without saying that the World Cup also offers excellent opportunities for merchandising – not only for toy companies but also for suppliers in other categories.” One Risk though is the relatively narrow sales window. Many retailers are happy to accept this, because a smart product can be sold well in the attention-grabbing World Cup phase.

Ravensburger with puzzles, games and pairs for the 2018 World Cup

Ravensburger has started into the World Cup with its own game collection. Besides 2D and 3D puzzles, there is also a DFB pairs game with the national team and the game “Elfer raus”. Playmobil has released a portable soccer field. With the Fifa World Cup Russia Arena to go, young soccer Players can replay the games of their idols. As a licensee, the company has also gathered all its offers for the World Cup at A match schedule, painting templates, videos or one’s own microsite are available here.

Ravensburger Fußball-WM 2018 Spiele
Ravensburger Soccer World Cup 2018 Games

International hit: Panini collection available in more than 130 countries

A classic is the Panini collection album with the pictures in the famous sticker bags. The 80-page album can hold 682 stickers. The Panini collection for the 2018 FIFA World Cup is available in more than 130 countries worldwide. “Stickers are the putty of whole generations. We are often amazed ourselves that our fans have been reviving the Panini cult for almost six decades now. Collecting, exchanging and sticking them in is probably even more fun in the digital age,” says Hermann Paul, Managing Director of Panini Verlag GmbH.

Promotional package from idee+spiel

The association idee+spiel has made a promotional package for the World Cup available to its affiliated specialist dealers. Central is the World Cup planner. The planners are available free of charge in the specialist shops. On the back you will find offers of the idee+spiel brand Viva Sport in pocket money price ranges such as balls, goalkeeper gloves or a referee set. In addition, idee+spiel raffles off a soccer goal for every goal scored by the German Team. “With such activities we meet the spirit of the times and make a pleasant impression on the young target group at World Cup parties and public viewing”, says Christine Hauer, head of overall marketing.

Bags and snacks for young and old fans

There must also be World Cup-branded products when it comes to fan clothing and luggage. H. Sieber has launched a series of soccer bags for children. Samsonite equips the German national team with suitcases for the World Cup. There is also a special edition “The Team”, which is available in Samsonite shops and at selected specialist dealers.

What would watching soccer be without the right snacks? Here, too, the corporations jumped on the soccer bandwagon. For its advertising measures funny frisch engaged the two world champions Lukas Podolski and Bastian Schweinsteiger. Nestlé also creates a soccer atmosphere on supermarket shelves: The Smarties hollow figures, the multi-pack and the giant roll are each available in soccer design. An additional fun factor will be provided by the existing quiz questions in the multi-pack on the subject of soccer and the craft ideas attached to the giant role.

Fußball-Wm 2018 Smarties-Nestlé
Soccer World Cup 2018 Smarties-Nestlé


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Image: Ravensburger, Nestlé, Playmobil