Greek sporting goods retailer INTERSPORT, part of the Fourlis Group, has been appointed the exclusive merchandising partner of the Hellenic Football Federation (HFF), gaining rights to develop and sell official national team products across retail, wholesale and digital channels.
INTERSPORT, part of Greece’s Fourlis Group, has been appointed exclusive merchandising partner of the Hellenic Football Federation (HFF), securing rights to develop and distribute official Greek National Team products in Greece and abroad.
The partnership, launched in Athens on March 26, covers product development, production and sales, with distribution spanning retail, wholesale and digital channels.
Official merchandise will be sold exclusively through INTERSPORT’s 66 stores in Greece, including two football-focused outlets, and via intersport.gr. The retailer will also launch and operate an official HFF boutique and the federation’s dedicated e-commerce site, eposhop.gr. A mobile shop is planned for every National Team home match.
Scope extends beyond merchandise
Under the agreement, INTERSPORT will also supply referees across the A’, B’ and C’ national divisions, support HFF coaching schools, and provide the official match ball for the C’ National Championship and the Greek Cup. The company will be promoted as the HFF’s “Exclusive Merchandising Partner” across stadium and external placements.
Football as a strategic category play
The deal builds on INTERSPORT’s strategy to strengthen football as a signature category in Greece, extending its position from equipment retail into licensed merchandise and fan-facing brand experience. For Fourlis, it adds a federation-backed commercial platform to its wider push toward category specialization in sporting goods.
