I would like to cash in on next year’s world cup by selling soccer merchandise close to the stadiums. How do I go about this?

First you have to consider the type of merchandise that you plan to sell, so that you know what laws govern them and where you can ply your trade. Although replica shirts and memorabilia are the main items that sport retailers will be selling, you have to be careful about how you brand your product offering. International brand management and licensing company Global Brands Group (GBG) has been appointed by Fifa as its worldwide exclusive licensing representative and store operator for Fifa-branded retail destinations.
GBG has rights as the on-site concessionaire for all Fifa events throughout an eight-year term so you need to be careful to not encroach on their territory. As the on-site concessionaire for Fifa events, the company could sell merchandise from kiosks around the venues used for Fifa events.
Get a copy of Fifa’s public information sheet to find out the dos and don’ts when it comes to trade. Check Fifa’s website, www.fifa.com, for the latest version to avoid any litigation.
But all is not lost if you cannot sell directly outside stadiums - there are other business opportunities.
Partnering with a range of venues, such as pubs with huge television screens showing matches, and similar football fan gatherings would allow ample scope for you and your business partner to benefit from the 2010 soccer event.
If you are serious about getting close to the action and have a few rands to invest (especially in licensed goods), contact GBG directly for permission to market merchandise for the 2010 Fifa World Cup:
GLOBAL BRANDS GROUP (SOUTH AFRICA) PTY LTD

Edward Lindsay-Bowman
Licensing Sales Manager
T: +27 11 537 4640
M: +27 82 906 9087

Darryl Kroll
Retail Sales & Merchandising Manager
T: +27 11 537 4640
M: +27 79 508 1727