Download Crane Authentication’s Football Association case study to see how licensed merchandise authentication protects supporter trust, licensing revenue, and brand integrity.
Association football is unarguably the world’s most popular sport. The beautiful game has come a long way since its origins, but the fundamentals remain intact. Fans continue to debate with vigor the offside rule, which was one of the first developments of the newly formed Football Association (FA) back in 1863. It may have evolved since and been joined by new innovations, but the basic rules set by The FA remain the bedrock of a game that draws an estimated 250 million players worldwide.
As a major broadcast and sponsorship partner, the operator of Wembley Stadium, and the licensor of official apparel and merchandise for the England teams, The FA oversees considerable commercial operations. In 2021 this generated income of more than £440 million but, more importantly, funded an investment of £122 million in coaching and participation, as well as other aspects of the game.
The iconic FA three lions emblem is worn on the shirts of England national teams and those of FA referees up and down the country. But it also appears on a range of official licensed apparel and merchandise, connecting passionate fans with their heroes, past and present. Protecting this identity from unauthorized use helps safeguard an important source of funding for the game, as well as ensuring an authentic product experience for followers of the national teams.
As with any iconic identity, the three lions are at risk from counterfeiting, which risks undermining the brand, the rights of licensees, and the viability of the licensing program itself. As such, it requires an approach to authentication that can be applied across different categories of merchandise and across partners.
Crane Authentication supports organizations in protecting licensed merchandise programs through authentication, product integrity, and brand protection solutions designed to help combat counterfeit activity across complex global supply chains.