De La Rue Reselected to Provide Secure Licensing Solution for 2010 FIFA World Cup(TM)



    LONDON, July 9 /CNW/ - Following on from its success with the 2006 FIFA
World Cup(TM) Licensing Programme De La Rue Holographics has been reselected
to provide a highly secure anti-counterfeit solution to protect FIFA's
official licensed merchandise, including products for the 2010 FIFA World Cup
South Africa(TM).
    The solution, which will be deployed globally, incorporates an easy to
authenticate holographic label and holographic swing tag with SLSNet, an
online ordering and tracking system. It will enable FIFA to uphold its brand
values and make it easy for football fans to identify original official
products. The new FIFA holograms integrate advanced design techniques with De
La Rue's latest hologram technology.

    (Photo: http://www.newscom.com/cgi-bin/prnh/20080708/312610 )

    The 2006 FIFA World Cup(TM) demonstrated the growth of the brand,
reaching out to more than 26 million television fans in 214 countries. A
premium portfolio of licensed products with merchandise available all year
round through the planned new FIFA Official Stores will further strengthen
FIFA's ties with football fans of all ages.
    De La Rue's brand licensing solution will ensure FIFA's approved
licensees can protect their 'exclusive license' investment by differentiating
official premium products in the retail market. Consumers will also benefit
because they are able to recognise and select authentic merchandise, giving
them protection from counterfeits. The system provides a strong deterrent for
preventing fraud and grey market diversion as under-reporting becomes highly
visible and out of territory sales are easily traceable. It allows FIFA's
enforcement officials to track and verify genuine products wherever they are
in the world.
    Thierry Weil, FIFA's Director of Marketing commented, "Merchandising has
become a big part of the football experience. Not only do football fans dress
up in the colours of their teams, but also in the colours of the tournaments.
This is how supporters express their passion for and commitment to the game.
The quality seals produced by De La Rue make it easy for any supporter to
identify the original official items while guaranteeing the integrity of our
licensing programme worldwide. All products are produced according to our code
of ethics. This not only guarantees the quality of the materials but also
ensures merchandise is socially acceptable and manufactured in line with the
rules of the International Labour Organisation. We are very happy that De La
Rue with its vast experience is working with us again on our licensing
programme."

    
    About De La Rue Holographics

    1. De La Rue has over 15 years experience in developing and managing
       secure licensing solutions for anti-counterfeit and royalty monitoring
       programmes. We already support customers like FIFA, The English
       Football Association, The University of Cambridge, a global software
       leader and many others.

    2. Our holograms can be seen on over 40 different currencies and more
       than 95 different banknote denominations.

    3. We are one of only three suppliers accredited to produce the VISA dove
       hologram.

    For further information and imagery of FIFA's event licensing solution
    please contact:

    Emma Swain, Head of Marketing
    De La Rue Holographics
    +44(0)1256-859867
    Emma.Swain@uk.delarue.com

    http://www.delarue.com

    For further information on FIFA and its events go to http://www.FIFA.com
    or contact the FIFA Media Department tel: +41-43-222-7272,
    fax: +41-43-222-7373 or e-mail: media@fifa.org
    





For further information:

For further information: and imagery of FIFA's event licensing solution
please contact: Emma Swain, Head of Marketing, De La Rue Holographics,
+44(0)1256-859867, Emma.Swain@uk.delarue.com; For further information on FIFA
and its events go to http://www.FIFA.com or contact the FIFA Media Department
tel: +41-43-222-7272, fax: +41-43-222-7373 or e-mail: media@fifa.org

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DE LA RUE HOLOGRAPHICS

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