Tesco will be launching retail marketing programmes featuring Pelé branded merchandise in stores across Central Eastern Europe from early April 2014 in the run up to the World Cup in Brazil.
Retail marketing specialist, TCC, has struck an exclusive deal with international football star Pelé and has been granted the official rights to Pelé branded soccer balls. It will be using the limited edition merchandise to reward shoppers and drive customer loyalty with retailers internationally.
TCC’s programmes, featuring the exclusive Pelé licensed merchandise, will be launching in Tesco stores in Poland, Slovakia, Hungary, Czech Republic and Turkey.
The partnership comes at a time when the football star’s global popularity and appeal with fans is particularly heightened. Last week, at the Grosvenor House in London, Pelé was the recipient of the Legend of Football award at the 18th Annual Football Extravaganza. He was also recognised officially by the Guinness World Book of Records as the only footballer in history to have ever won the World Cup three times as a player, reaffirming his legendary status.
Pelé – who has been highly involved in education and children’s health throughout his career – said: “I am very excited about this partnership, which will give children around the world a chance to play football and share in my passion. These programmes will reward customers with Pelé products giving many children the opportunity to learn and play, something all kids should have the opportunity to do.”
TCC’s global marketing director, Neil Macgeorge, said: “We are tremendously honoured to be partnering with Pelé and thrilled to offer this exclusive license to our retail customers. As a football idol Pelé commands mass customer appeal, particularly with children and families. To drive shopper loyalty retailers need to offer shoppers special experiences and this exclusive partnership not only provides this, but also gives children around the world the chance to practice their football skills.”
Ben Turner, central merchandising manager at Tesco, said: “Pele is a huge global brand. Recognition of Pele throughout Europe is enormous. This programme uniquely gives us the opportunity to give reward to our most loyal customers, and also the opportunity for giveaways to community centres and charities. This ensures this programme touches not only Tesco shopper families, but also local community sports and health projects: helping those who will benefit the most. Working with TCC, and using the Pele brand in the lead up to the 2014 Brazil world cup, will generate a phenomenal level of excitement for children and adults alike. Equally, the whole Tesco community is hugely excited ahead of this campaign.
“This multi Tesco country programme will really appeal to the masses. With almost 20m customers passing through Tesco Poland stores in just one week, one can only imagine the customer reach from a five country programme. The most exciting part will be working with Pele to support, reward and benefit our local communities and charities.”
TCC partnered with 1966 Entertainment, in collaboration with Legends 10, the official global representatives of Pelé to broker the deal.