FROM STRATEGY TO IMPACT
Connecting brand management, commercial strategy, and social impact.
Serving private and public sectors with a focus on sport, humanitarian, and purpose-led organisations.
6. Retail & Merchandising
Who Doesn't Want a Piece of the Action?
Building licensing programmes
that connect brands, products, and fans has been at the heart of the journey across football and basketball.
From global licensing negotiations
and category strategies to retail concepts, product development, and integrated launch campaigns, the focus has been on transforming sport properties into compelling consumer experiences. Programmes have included ambassador activations, fashion shows, special collections, and retail environments designed to extend fan engagement beyond the playing field.
From the introduction of FIFA's first-ever World Cup Megastore at Brazil 2014
to the delivery of licensing programmes across multiple FIFA and FIBA World Cups, the objective has remained the same: creating scalable commercial platforms that bring sport brands to life through products, retail experiences, and fan activations.
Licensing is more than a product.
It's about creating tangible connections to the moments, emotions, and memories that fans carry long after the final whistle.
"What defines Paula is not what she already knows, but how quickly she learns. Taking on the Retail & Merchandising programme for the FIFA World Cup Brazil 2014 without prior licensing experience, she immersed herself in the industry, built strong stakeholder relationships, and rapidly transformed a new challenge into a successful commercial programme. Her ability to move between strategic thinking and operational delivery consistently turns opportunities into results." Laurence Isere