De La Rue Holographics has been selected to provide anti-counterfeiting technology to protect FIFA’s official licensed merchandise, including products for the 2010 FIFA World Cup in South Africa.

The technology, which will be deployed globally, incorporates a holographic label and holographic swing tag with SLSNet, an online ordering and tracking system. De La Rue says this will enable FIFA to uphold its brand values and make it easy for football fans to identify original official products. It adds: “The new FIFA holograms integrate advanced design techniques with De La Rue’s latest hologram technology.

This latest order builds on De La Rue’s role in the 2006 World Cup.”

According to the company, the 2006 FIFA World Cup demonstrated the growth of the brand, with television coverage reaching fans in 214 countries. A premium portfolio of licensed products available all year round through the planned new FIFA Official Stores will further strengthen FIFA’s ties with football fans of all ages.

“Merchandising has become a big part of the football experience,” says Thierry Weil, FIFA’s director of marketing. “Not only do fans dress up in the colours of their teams, but also in the colours of the tournaments…The quality seals produced by De La Rue make it easy for any supporter to identify the original official items while guaranteeing the integrity of our licensing programme worldwide. All products are produced according to our code of ethics. This not only guarantees the quality of the materials, but also ensures merchandise is socially acceptable and manufactured in line with the rules of the International Labour Organization.”