Sports merchandising is big business and, over the last 15 years, has increasingly benefitted from the application of hologram-based security tags. However, there can be pitfalls for the unwary. Here, Glenn Wood offers advice to security managers looking to counter the threat of counterfeiters.
Undoubtedly, the greatest global sporting events are the summer and winter Olympics and FIFA’s Football World Cup. Virtually every Olympics event since the Atlanta Games in 1996 has had its licensed product merchandise, from caps, T-shirts and tracksuits through to books, programmes, badges, bags, scarves and cuddly toys – protected and tracked with holographic technology.
Most recent of them all was the Beijing Olympic Games, where visitors were advised that the best way to avoid counterfeits was to buy Olympic merchandise only at licensed stores. There, they were able to find inside the packaging of all licensed products an anti-counterfeiting label featuring a small security hologram attached to an official Olympic Games emblem.
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