Supermarket Asda has won the rights to sell official World Cup products next summer after its parent Walmart struck a deal with FIFA’s worldwide master licensee.
The agreement with licensee Global Brands Group will see FIFA branded shop-in-shops in selected stores and official merchandise such as hats, bags and T-shirts on sale.
The deal is likely to mean rivals Tesco and Sainsbury’s are unable to sell FIFA products, giving Asda an advantage over the summer. During the 2006 World Cup in Germany, Britain’s high streets got a £1.25bn boost in sales of merchandise.
Walmart International senior vice president John Aden said: “We want soccer fans around the world to participate in the world’s most spectacular sporting event by giving them access to exclusive FIFA World Cup merchandise at a great price.
The World Cup will kick off in June 2010.