QUO, a Rosario-based firm specializing in branded merchandise, has secured a licensing agreement with the Argentine Football Association (AFA) for the 2026 World Cup. This marks a significant expansion for the company, positioning it as the sole local provider of official AFA-branded bazaar and merchandising products in the region. The move allows QUO to capitalize on the anticipated demand for World Cup-related goods, particularly within the corporate gifting and promotional sectors.
Founded almost 15 years ago by Germán and Nicolás, QUO began as a design studio before evolving into a producer of bazaar items. Nicolás later withdrew from the business, leaving Germán to lead the company alongside his partner, Elisa Rodríguez.
“The license allows us to commercialize specific products through defined channels, under an article-by-article approval scheme,” explained Germán Schnaider, owner of Quo, in a statement. “The licensed portfolio focuses on a line of mass-consumption children’s products – cans, lunchboxes, bottles, cups – and our core strength: mates, accessories, and personal use items.”
The company’s sales strategy centers on existing distribution channels, including bazaars, gift shops, and direct sales. Securing the AFA license wasn’t automatic, Schnaider noted, as the association has stringent quality requirements and conducts thorough background checks to protect its brand. The opportunity arose when a vacancy opened within the licensing scheme, and QUO was invited to apply.
The official licensing provides a key differentiator in a market often saturated with unofficial merchandise. “Official articles carry a hologram and approval, and that difference is visible in the quality and the buyer’s perception,” Schnaider said. “It’s a plus that some consumers particularly value when comparing with unofficial options.”
QUO currently operates two distinct business units: a traditional wholesale channel serving bookstores, gift shops, hardware stores, supermarkets, and large retailers, and a growing corporate channel focused on merchandising and marketing campaigns using officially licensed products.
The company is actively marketing its ability to enable brands and corporations to leverage the World Cup’s popularity through licensed merchandise, handling the complex licensing process on their behalf. Whereas each use requires AFA authorization, this service presents a high-potential revenue stream. QUO is currently in discussions with advertising agencies and major companies to develop these campaigns.
In March, QUO will launch its first direct-to-consumer channel with an official store on Mercado Libre, expanding its reach to the general public. Distribution will continue to rely on existing distributors and retailers, but the online store will provide greater brand control and wider catalog visibility.
The immediate focus is on maximizing sales during the 2026 World Cup and using the event as a springboard for new commercial alliances. QUO is already in negotiations with Rosario Central and Newell’s, and plans to pursue licenses with nationally recognized clubs like River and Boca, as well as teams from Córdoba and other regions, to maintain its competitive edge and continue its growth trajectory.
