FA to shop around for future retail branding

The Football Association will soon be looking for design consultancies to work on a chain of retail outlets. The project is part of a new strategy which aims to maximise the organisation’s brand potential.

The FA currently has a retail presence within each JJB Sports store and is looking to develop this approach with leading football clubs. Discussions are taking place about having individual areas specifically for FA merchandise in club stores, such as Arsenal World of Sport and Manchester United’s club superstore at Old Trafford.

“We have a very successful working relationship with JJB Sports, and have a designated area for England merchandise in each store,” says an FA spokesman.

“In the long run, we hope to set up our own retail outlets. It is some way down the line but something we do envisage in the future. The work will go to tender.”

The FA’s new vision owes much to chief executive Adam Crozier, who left his post as chief executive of Saatchi and Saatchi to take up the position in January.

In aiming to realise the association’s potential as a brand, several new appointments have been made recently, including that of Helen Willis as head of brand management earlier this month.

She will be responsible for developing FA brands and sponsorship deals.

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