De La Rue Reselected to Provide Secure Licensing Solution for 2010 FIFA World Cup(TM)

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July 9, 2008

LONDON, July 9 /PRNewswire/ — - With Photo Following on from its success with the 2006 FIFA World Cup(TM) LicensingProgramme De La Rue Holographics has been reselected to provide a highlysecure anti-counterfeit solution to protect FIFA’s official licensedmerchandise, including products for the 2010 FIFA World Cup South Africa(TM).The solution, which will be deployed globally, incorporates an easy toauthenticate holographic label and holographic swing tag with SLSNet, anonline ordering and tracking system. It will enable FIFA to uphold its brandvalues and make it easy for football fans to identify original officialproducts. The new FIFA holograms integrate advanced design techniques with DeLa Rue’s latest hologram technology. The 2006 FIFA World Cup(TM) demonstrated the growth of the brand,reaching out to more than 26 million television fans in 214 countries. Apremium portfolio of licensed products with merchandise available all yearround through the planned new FIFA Official Stores will further strengthenFIFA’s ties with football fans of all ages. De La Rue’s brand licensing solution will ensure FIFA’s approvedlicensees can protect their ‘exclusive license’ investment by differentiatingofficial premium products in the retail market. Consumers will also benefitbecause they are able to recognise and select authentic merchandise, givingthem protection from counterfeits. The system provides a strong deterrent forpreventing fraud and grey market diversion as under-reporting becomes highlyvisible and out of territory sales are easily traceable. It allows FIFA’senforcement officials to track and verify genuine products wherever they arein the world. Thierry Weil, FIFA’s Director of Marketing commented,”Merchandising has become a big part of the football experience. Not only dofootball fans dress up in the colours of their teams, but also in the coloursof the tournaments. This is how supporters express their passion for andcommitment to the game. The quality seals produced by De La Rue make it easyfor any supporter to identify the original official items while guaranteeingthe integrity of our licensing programme worldwide. All products are producedaccording to our code of ethics. This not only guarantees the quality of thematerials but also ensures merchandise is socially acceptable andmanufactured in line with the rules of the International Labour Organisation.We are very happy that De La Rue with its vast experience is working with usagain on our licensing programme.” About De La Rue Holographics 1. De La Rue has over 15 years experience in developing and managingsecure licensing solutions for anti-counterfeit and royalty monitoringprogrammes. We already support customers like FIFA, The English FootballAssociation, The University of Cambridge, a global software leader and manyothers. 2. Our holograms can be seen on over 40 different currencies and morethan 95 different banknote denominations. 3. We are one of only three suppliers accredited to produce the VISA dovehologram. Note to Editors: A picture accompanying this release is available through the PA Photowire. It can be downloaded from http://www.pa-mediapoint.press.net or viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk. For further information and imagery of FIFA’s event licensing solution please contact: Emma Swain, Head of Marketing De La Rue Holographics 44(0)1256-859867 Emma.Swain@uk.delarue.com http://www.delarue.com For further information on FIFA and its events go to http://www.FIFA.comor contact the FIFA Media Department tel: 41-43-222-7272, fax: 41-43-222-7373 or e-mail: media@fifa.orgDe La Rue Holographics

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