NZ’s business front row forms for Rugby World Cup

New Zealand’s business front row forms for Rugby World Cup 2011

Twenty one New Zealand companies have so far been selected to provide official merchandise for the lucrative Rugby World Cup in 2011 from a global pool of 800 that responded to the Request for Proposal.

In total 26 Official sub-Licensees have been selected with 80 per cent of those being home-grown Kiwi companies.

General Manager of Licensing In Motion (the Rugby World Cup 2011 Master Licensee), Terry Wilson says it is very important that Rugby World Cup 2011 has a local flavour.

“We’ve worked hard to ensure as many New Zealand companies as possible are part of the action.”

These sub-Licensees are together expected to generate over $70 million in sales for the New Zealand economy when the pinnacle of Rugby comes to our shores in September and October 2011.

Sub-Licensees have the opportunity to engage with fans at home and around the world with the right to produce official tournament merchandise for the domestic and global export market.

Merchandise will range in price from $2.50 for accessory pins through to $6,000 for a limited edition fine art print set by Dick Frizzell.

Wilson says the ultimate goal is to leave New Zealand with a licensing legacy and companies experienced in merchandising products for large global events.

“We want to leave a footprint because New Zealand will co-host ICC Cricket World Cup in 2015 which presents another fantastic opportunity for local companies to get a slice of the pie,” he says.

Wilson is a seasoned pro when it comes to merchandising, having coordinated the Rugby World Cup 2003 licensing programme and the licensing programme for the Sydney 2000 Olympic Games. He says the most coveted Rugby World Cup item is typically a unique piece of headwear featuring the 20 Unions Mark.

“The most popular item at the Rugby World Cup in France in 2007 was a beret and in 2003 in Australia it was a cap. We’re picking maybe a beanie for New Zealand but it’s anyone’s guess.

“If opening orders are anything to go by Kiwis seem to love their bumper stickers, umbrellas and beach towels.

“One thing’s for sure, there will be a strong Kiwi flavour to all merchandise ranging from: sheepskin, merino, greenstone, paua shell and wood products through to everyday items such as clothing, key rings and leather accessories,” he says.

Rugby World Cup 2011 merchandise can be purchased at authorised stockists including major retailers nationwide such as: Rebel Sport, Briscoes, Postie Plus, The Warehouse, JR Duty Free, and the Rugby World Cup Superstore in Auckland’s Viaduct, various souvenir stores and online at www.rugbyworldcup.com.

Retailers will be focusing on the 13 locations where the 48 games of Rugby will be played.

Auckland-based sports licensing company Licensing In Motion holds the master licensing rights to Rugby World Cup 2011 and has been overseeing the global licensing programme with the exclusion of Europe and South Africa. There is a Northern Hemisphere programme being developed by IMG in conjunction with local licensees which will mirror the Southern Hemisphere licensing programme.

The Official sub-Licensees are now in product development for what is a unique proposition to engage with one of the world’s greatest sporting events.

Rugby World Cup 2011 will see New Zealand hosting teams from 20 nations at a range of venues across the country, with the semi-final, bronze final and Final matches to be held at Eden Park in Auckland.

All licensed products included in the programme will be designed and produced in accordance with the Tournament Style Guide, which provides clear guidelines for the use and application of all Rugby World Cup 2011 Event Marks, event logos and tournament ‘look and feel’.

There are a still a number of unsigned categories including: precious metal jewellery, Christmas decorations, board games, souvenir tea towels, glassware, swimwear and auto accessories among others.

Businesses interested in becoming an Official sub-Licensee for Rugby World Cup 2011 should register their interest via email: rfp2011@velocitybrandmanagement.com.

ENDS