Global Brands Group has signed up Seardel Investment Corporation Limited to create official licensed clothing bearing the 2010 FIFA World Cup Mark.  This deal enables retailers across South Africa to carry a wide range of 2010 FIFA World Cup merchandise, leading up to the highly anticipated football festival.


“The Seardel partnership aligns with Global Brands Group’s ongoing commitment to ensure that the South African clothing industry is supported, and 2010 FIFA World Cup™ fans are presented with merchandise choices that meet the varied needs of the marketplace,” said Mark Matheny, Co-Chairman and Co-CEO of Global Brands Group. “Seardel’s proven excellence in the clothing and textile industry aligned with the power and prestige of the FIFA World Cup™ brand will undoubtedly create an exciting and successful product offering for South Africa’s landmark sporting event.”


The 2010 FIFA World Cup Official Licensed Product line, which is expected to become available in South Africa in late 2007, will include t-shirts, shorts, scarves, jackets, sleepwear and underwear.  Global Brands Group’s partnership with Seardel, which will extend through October 2010, should also provide a significant boost to local manufacturing businesses. As the largest textile and clothing manufacturer in South Africa, Seardel employs 15,000 people and expects to create additional jobs as the licensing program grows leading up to the FIFA World Cup in 2010.


Aaron Searll, CEO of Seardel said “We are delighted to be a part of what is expected to be South Africa’s biggest licensed property for the next few years. Our partnership with Global Brands Group in this important category gives Seardel the opportunity to play its part in arguably the world’s greatest sporting event: It’s a prospect about which the company is extremely excited. We have the resources and infrastructure and have appointed a dedicated team to oversee the project.”


In 2005, FIFA appointed Global Brands Group as both its worldwide exclusive licensing representative and store operator for FIFA branded retail destinations from 2007 to 2014.  Additionally Global Brands Group will act as the on-site concessionaire for all FIFA events throughout this eight-year term.