Rosario-based merchandising firm QUO has secured a license from the Argentine Football Association (AFA) to produce and distribute official merchandise for the 2026 FIFA World Cup, becoming the sole company in the city of Rosario authorized to do so, according to a report in Punto Biz.
Founded almost 15 years ago by Germán Schnaider and Nicolás, QUO began as a design studio before expanding into general merchandise. Nicolás later withdrew from the business, leaving Germán Schnaider and his partner, Elisa Rodríguez, at the helm. The AFA license represents a significant step for the company, particularly in its corporate business segment, offering branding opportunities for other companies seeking to capitalize on the World Cup’s visibility.
“The license allows us to commercialize certain products through specific channels, with approval required for each item,” Schnaider explained to Punto Biz. “Our portfolio focuses on a line of children’s products – cans, lunchboxes, bottles, cups – and our core strength: mates, accessories, and personal items.”
The AFA’s licensing process is rigorous, Schnaider noted, requiring proof of quality and a review of the company’s background to protect the AFA brand. QUO was invited to apply for the license after a vacancy opened within the AFA’s licensing scheme. The official merchandise will feature holograms and AFA approval, distinguishing it from unofficial products.
QUO operates two primary 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. The company is positioning itself as a facilitator for brands looking to associate themselves with the World Cup without navigating the licensing process directly.
In March, QUO will launch an official store on Mercado Libre, marking its first direct-to-consumer channel. While distribution will continue through existing distributors and retailers, the online store will provide greater brand control and wider access to the company’s catalog.
QUO is also in discussions with Rosario Central and Newell’s Old Boys, the city’s two major football clubs, to secure licensing agreements. The company aims to expand its portfolio to include licenses from River Plate and Boca Juniors, as well as clubs in Córdoba and other regions of Argentina, to maintain its competitive advantage.
