Global Brands and Nuance-Watson (Singapore) partner to open FIFA store

Tina Milton

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Global Brands Group has selected Nuance-Watson (Singapore) to operate the first FIFA official store at Singapore Changi airport

Global Brands Group is to partner with Nuance-Watson (Singapore) to operate the first FIFA official store, which is scheduled to premiere at Singapore Changi terminal three in January 2008.

Under the terms of the agreement, Nuance-Watson (Singapore) will manage the retail operation of the first FIFA official store. The 157sq m (1,689sq ft) football lifestyle store will feature exclusive FIFA-branded and FIFA World Cup-inspired products as well as best-selling football merchandise from adidas and other internationally-renowned sports brands.

Co-CEO and president of Global Brands Group Gary Schoenfeld said: “The FIFA official store will be the pre-eminent football-themed lifestyle destination inspired by FIFA’s rich 100 year history. The passion for football and the FIFA World Cup in particular is unparalleled around the world and we are excited to begin the global roll-out of these stores over the next 12 to 24 months.”

Nuance-Watson (Singapore) managing director Ken Tse said: “We’re very pleased to have the opportunity to work with FIFA and Global Brands Group. FIFA’s international fan base, coupled with the store’s unique concept and prominent location inside the Changi airport, will be a tremendous draw for travellers.”

In 2005, FIFA appointed Global Brands Group as both its worldwide exclusive licensing representative and store operator for FIFA-branded retail destinations from 2007 to 2014, with an option to renew subject to achieving certain targets through to 2022. Additionally Global Brands Group will act as the on-site concessionaire for all FIFA events throughout the term.