FIFA has been football's governing body for over 100 years, during which time it has made the game accessible and enjoyable to young and old alike. The strategy behind the FIFA Brand, therefore, is to create a premium portfolio comprising selected product categories, which appeal to football fans.

FIFA has created the FIFA Brand Licensing Programme by licensing our marks in respect of the products of an elite group of companies. Those currently featured in this programme are adidas, manufacturers of football equipment, Electronic Arts, designers of electronic games, and Nikkei, the Official Media Supporter in Japan.

Each has a licence to use the FIFA Brand Marks in the advertising, marketing, promotion and sale of its licensed products or programmes, which in turn contribute to FIFA brand awareness and to the globalisation of the game of football.