Saudi-based retail magnate Fawaz Alhokair has signed a 4-year deal with Global Brands Group, the exclusive Master Licensee of international football governing body (Fifa), to open the world’s First Fifa Official Flagship store in the Kingdom.

Fawaz Alhokair, which has an annual turnover of SR2 billion ($533.3 million), is set to open three more Fifa Official Flagship stores this year.

The company delivered a strong retail plan and pledged that in 2010 it will open 14 Fifa official stores across the Mena region including Saudi Arabia, Egypt, Lebanon, Syria and Jordan and the UAE, Kuwait, Bahrain, Oman and Qatar.

In addition, a number of 2010 Fifa World Cup Official Event ‘Shop in Shops’ will be opened across the Middle East during the Foot ball Fifa World Cup period this year.

“This agreement is an important strategic development for our group, as we seek to expand our presence in the sports sector. We are proud to host the global launch of Fifa stores in our country,' said chairman Dr. Fawaz A.Alhokair.

'A separate business unit will be established within our company to ensure dedicated resource is given to our partnerhip with Global Brands Group,' he added.

Under the deal, Riyadh will be the first place in the world to have a Fifa Official Flagship Store and further Fifa Official Flagship Stores will come up in the Mena region over the next four years. These will be exceptional retail spaces, all over 1,000 sqm and set in prime retail locations, he stated.

The Fifa Official Flagship Store retail experience aims to connect fans around the world to Fifa’s rich heritage reflecting the dynamism of football since 1904.

The Fifa store experience promises fans an innovative and entertaining in-store football experience. It will stock official Fifa Collections, event merchandise and products. 'Fifa Collections is Fifa’s football lifestyle apparel and accessories range designed with a unique signature fusing football, fashion and culture.'

Alongside these stores, the group will open a number of additional stand alone stores, and these will be in the format of freestanding stores. The stand alone stores will range in size from 75 sqm upwards and they will be located in prime shopping malls, observed Simon Hawkins, SVP & GM, Fifa & Football Business Unit, Global Brands Group.

'It’s a very exciting time for us. Since we signed our agreement with Fifa, we have been working closely with them and are delighted to confirm Fawaz Alhokair and Company as our partner for this phase of our retail programme roll-out.'

'This plan will guarantee that football fans in the Middle East region can continue to engage with the Fifa brand long after the 2010 Fifa World Cup finishes in July this year,' he added.

Thierry Weil, Fifa director marketing division, said this assignment is important for the development of the Fifa Brand and ensures that Fifa merchandise reaches as wide an audience as possible.-TradeArabia News Service