Wayne Rooney plots UK rollout for 18 Street Striker line

by Rachel Barnes,, Marketing 29-Jun-04, 08:30

LONDON - England and Everton striker Wayne Rooney is preparing a nationwide launch of his Rooney 18 Street Striker brand, following his sensational performances during Euro 2004.

The branded range is currently available from Everton FC, but Rooney's management company, Proactive Sports Group, is expected to make deals to distribute the merchandise nationally and internationally within the next 12 months.

Rooney is being tipped to earn £100m in sponsorships and endorsements, excluding product sales. He is a brand spokesman for Nike, but is likely to seal several multimillion-pound sponsorships in the next few months.

Extensions and tie-ups with major household names are also being mooted for the Rooney brand, including the creation of a fashion collection based on his "urban image", described as the "antithesis of Beckham".

The Rooney range includes T-shirts, flags and stationery, all carrying a stencilled image of the player by design agency Germ.

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