Asda has won the rights to sell official World Cup products next summer after its parent Walmart struck a deal with FIFA’s worldwide master licensee.
The agreement with Global Brands Group will see FIFA branded shops in selected stores and official merchandise such as hats, bags and T-shirts on sale.
The move will give Asda an advantage over the summer. During the 2006 World Cup in Germany, Britain’s high streets got a £1.25bn boost in sales of merchandise.
Walmart International senior vice president John Aden said: “We want soccer fans around the world to participate in the world’s most spectacular sporting event by giving them access to exclusive FIFA World Cup merchandise at a great price.
”This is a unique opportunity for us to leverage our global scale, bringing the 2010 FIFA World Cup South Africa experience to Walmart stores for our local customers.”
The World Cup will begin in June.