Quick! Source more World Cup 2014 premiums from China now

Although most China suppliers do not specialize in sports events-themed premiums, they can turn out a selection of World Cup 2014 souvenirs thanks to their extensive experience making promotional products.

The fabric-based line covers wearables such as national team jerseys, T-shirts, and caps and hats. Backpacks, toy replicas of Fuleco the mascot and fan wigs fall under this category as well. Models are mostly made of polyester, but T-shirts and caps can also come in cotton.

A standout in the T-shirts segment features an EL panel in front that flashes the Brazil World Cup logo to the beat of music detected by the sensor.

Fan wigs, meanwhile, adopt synthetic fiber dyed in bright colors. Styles include afro and mohawk.

And what’s World Cup without the soccer ball? For this, China suppliers utilize PU, TPU, PVC, rubber and synthetic leather. Models have two or three layers and are machine-stitched.

Soccer cleats can have microfiber PU uppers and lining. They often feature the national colors of participating countries.

Key rings come in zinc alloy, steel, bronze, iron, aluminum or stainless steel. Other accessories are made of plastic or synthetic fiber.

It is this variety that enticed Hy-Pro International Ltd to source heavily from China, purchasing 90 percent of its Brazil World Cup 2014 premiums, including balls, luggage and accessories, there.

Based in the UK, Hy-Pro has been licensed by FIFA to manufacture and sell World Cup-related products. For the China-made souvenirs, the company sources from audited and approved factories under exclusivity agreement contracts.

CEO Atul Shah expects World Cup 2014 premiums, thanks to the continuous buzz around the sporting event, to boost business by 30 percent. Hy-Pro is also licensed to sell promotional products for English football clubs such as Manchester United, Arsenal, England and Chelsea F.C.

Sophie Mao, founder and directing partner of Chibridge Law Firm said event-specific promotional items are highly profitable. “The application of sports event symbols on merchandising articles is an effective way to product value while maximizing revenue opportunities for distributors.” Chibridge provides advice on foreign direct investment and sourcing in mainland China.

Taiwan-invested Wagon Giftware Co. Ltd similarly sources the bulk of its World Cup fan items from the mainland. Orders consist of keychains, mobile phone cases, trophy replicas, stationery, dinnerware, picture frames, mugs and sports water bottles. Its Brazil World Cup memorabilia are also available in 16 countries in Asia, North America and Oceania. Sales are expected to reach $139 to $195 million.

Wagon has been working with FIFA since 1994. In 2012, it signed a direct product licensing agreement with the international football governing body to supply and distribute World Cup 2014 fan and souvenir items, the first mainland company to do so. Wagon, which has a factory in Dongguan, Guangdong province, started selling authorized products within the mainland in August.

Another FIFA licensee sourcing from the mainland is Tricot Mondial Inc..

Nad Zakem, owner of Bulletin, a division of Tricot Modial, said graphic T-shirts and caps will be the best-sellers because they “allow the wearer to show national pride at an affordable price.” Tricot also offers track jackets and polo shirts. It has been a licensed FIFA partner since 1990.

Leo Davinci Co. Ltd expects apparel to be the most popular in South Korea where it is based. The revenue target from sales of World Cup-related products is $10 million. Leo Davinci received its license to distribute 2014 World Cup promotional items in May 2013.

In this segment of the souvenirs and premiums industry, where logos undergo tighter-than usual scrutiny, it is not uncommon for buyers, and not suppliers, to secure the necessary paperwork from FIFA.

Under this arrangement, suppliers are authorized by their FIFA-licensed clients to make World Cup memorabilia, with the customer owning exclusive rights to the products. The goods are shipped abroad sans FIFA and World Cup 2014-related logos, brands and designs. This minimizes, if not removes, the customs clearance documentation required for products bearing brands or logos, preventing delays.

This is not to say that suppliers cannot get the license themselves.

In an e-mail, FIFA marketing communications told Global Sources that China companies interested in joining the licensing program can do so by applying directly online. Another option is to contact contacting Promotional Partners World Wide, FIFA’s licensing agent for the Greater China region.