Asda has won the rights to sell official 2010 FIFA World Cup merchandise next summer after parent company Walmart secured an exclusive global deal with FIFA’s worldwide master licensee.
Under the new agreement with Global Brands Group, FIFA World Cup Official Event stores will operate in selected Asda stores selling everything from branded footballs and T-shirts to hats and bags .
Asda shoppers will also be able to get their hands on hundreds of tickets for the tournament in South Africa, including England’s games.
The exclusive deal is expected to provide a huge sales boost for Asda next summer and will also give the retailer an advantage over rivals such as Tesco and Sainsburys .
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.
Rick Bendel, Asda’s chief marketing officer, added: “It’s important that everyone gets the chance to enjoy the World Cup next year, that’s why we’ll be helping lower the price of the nation’s favourite tournament.”
“Expect to see a number of family-friendly deals and events in our stores next summer, and hundreds of golden tickets that we’ll be giving away to the games in South Africa .”
To celebrate the 2010 World Cup draw on Friday 4 December, Asda is offering a number of in-store deals on takeaway food including two Asda Extra Special pizzas for £3 and two curries for £4.