MUMBAI: Soccer‘s governing body Fifa has announced the launch of a new e-commerce environment where football fans worldwide will for the first time ever have the opportunity to buy items from Fifa’s official website, Fifa.com.

The site will offer event merchandise for several Fifa tournaments, including the upcoming Fifa World Cup in South Africa as well as a wide selection of clothing from Fifa’s new lifestyle clothing ranges. Furthermore, team-related products will also be available, offering football fans the chance to show their devotion to their favourite club and national teams.
 
 
Fifa marketing director Thierry Weil says, “The e-commerce platform on Fifa.com is a vital component in our merchandising programme. It is important that Fifa gives as many fans as possible the opportunity to access both Fifa’s new lifestyle clothing ranges as well as the event memorabilia for our top events."

Online shoppers will have access to all of the latest items from Fifa’s authentic new sports lifestyle apparel, Fifa Collections. The collections, which hit stores in August 2009 is a new, fresh fashion range which embodies a fusion of football, fashion and culture, reflected in the design and production of the all new casual-wear and accessories.

Event-related merchandise will primarily focus on official licensed products for the upcoming 2010 Fifa World Cup South Africa, with articles for future tournaments such as the Fifa Women’s World Cup Germany 2011 and the 2014 Fifa World Cup Brazil becoming available as products are launched. Products from Fifa’s commercial affiliates will complete the assortment of goods. 
 
The team-related products will include official jerseys from both national and club football teams, as well as a wide variety of further merchandise such as footballs, flags and scarves.
The e-commerce store will be run by Fifa‘s exclusive worldwide master licensee, Global Brands Group.