PLDC- Dubai, Vahid Jafari gives football fans lots of insight about his involvement with Iranian football, speaks about Uhlsport and other brands under Romario Sports, and reveals Team Melli's jersey design for the World Cup.

PersianLeague.com exclusive interview with Vahid Jafari, the CEO of Romario Sports: official and exclusive representative/distributor of Uhlsport for the Middle East.

How did you get in touch with Uhlsport and become their exclusive distributor (through Romario Sports) for the Middle East?

It started almost 8 years ago. I was in the field of sports and especially interested in football, therefore I was searching for a brand that could meet the needs of all parties involved, and also satisfy those interested in football. After considering the different options and negotiating with different sports brands in Europe, eventually I signed a contract with Uhlsport to be their representative (distributor), because they had the best conditions for their representatives at that time. At the beginning I acquired the representation rights for distribution in Iran and UAE only, later on, other countries were added to our territory.

When did Uhlsport officially enter Iran?

In the beginning of 2006 , the official representation rights for the Iranian market was given to us. From that year, we started doing business in Iran.

Some people may not know this, but Uhlsport is a well-established brand that was founded in 1948. Could you give us some information about this German brand?

Yes, as you have mentioned, Uhlsport has been providing sporting goods long before Adidas. For almost 15 to 20 years, Uhlsport was supplying shoe soles for Adidas. At the beginning, the two German brands had a friendly cooperation between them. But as both brands grew, they became fierce competitors.

Currently Uhlsport has a great reputation in Europe and the rest of the world, and its long established brand image is proof of their accomplishments throughout the years that they have been in operation.

Uhlsport is the only brand that solely focuses on football and one of its most specialized products is for goalkeepers. Their specialized gloves are famous among the best goalkeepers of the world. Currently, Uhlsport is actively operating in more than 100 countries in the world.

In recent years, we have witnessed the downward movement of the economy in European countries; Uhlsport has not only maintained its position, but has also grown and expanded, alongside other German brands such as Puma and Adidas, and the American brand: Nike.

Your company has invested tremendously in Iranian football. Has this investment paid off or been profitable?

Not only have we not profited from the Iranian market, but we have even suffered financial loss from our investments in Iran. It is notable to mention that when we first entered the Iranian market, it was not for financial purposes or gains. It was purely for my interest in football itself, and my intentions to support my country's football teams, whether it was on the national level, club level, or supporting Team Melli in the World Cup.

But after some time, when we noticed that due to our company advertisements in Iran, Uhlsport has become popular and has gained a positive brand image among the football clubs, players and the people of Iran, we decided to take further steps to expand our activities and invest in Iran as a profitable market.

Two years ago we started our investments and worked through it with great determination. Following the recommendation of our Supreme Leader, which was that goods should be produced domestically to protect national investments, we acquired a license from Uhlsport from Germany to produce goods in Iran, and then we set up the factory in Qeshm Island. However, along the way we have faced many difficulties and unexpected events that have made it all the more difficult to continue with our efforts towards our goal.

How do you feel about having entered Iran and sponsoring the league and several clubs?

Of course as an Iranian citizen I am so proud to be able to stand beside great teams such as Persepolis, Esteghlal, Sepahan and many other teams, and do what I can to serve their best interest. We have made a great achievement by making a trend, that great teams such as Esteghlal and Persepolis, with a grand base of 20 to 30 million fans, should not only receive free clothes and equipment, but they should also receive monetary payments to wear any brand products. Before we stepped in and made this trend, these teams were buying their equipment and kits every year with a lot of money from “Beit ol Mal”  for the two teams.

But today, after 5 years, such teams with so many fans, will no longer buy their equipment, unless there is no supervision or if some parties have monetary gains from financial purchases.

It has officially been announced that Team Melli will stay with Uhlsport till at least after World Cup 2014. What will this brand provide for Iran for this tournament?

Our contract with the National Team is until the end of 2014, and for their equipment and sportswear, we will have a unique design just for Team Melli, that will meet the demands of the National Team in the World Cup with excellent material that has been made with the newest up to date technology of sportswear production.

Towards the end of this month (September), the coach of the National Team (Queiroz) and the head of the Football Federation (Kafashian) will visit the factory in Germany to reveal the new kit for Team Melli, and we will use their feedback for producing the kits.

Do you sell more jerseys and other equipment in Iran or other countries such as UAE?

Our main market for selling our products is UAE and other Arabic GCC countries on the Persian Gulf, therefore we have the most sales in those countries.

Uhlsport is priced lower than brands such as Adidas or Puma. How would you rate the quality of Uhlsport compared to these other German brands?

Uhlsport prices are not lower than Adidas or Puma, they are the same and in some cases, even higher. But, since this German brand is targeting the Middle East market, and in our contract with them we required high price discounts so we can sell their products at very competitive prices compared to Adidas and Puma, so we can acquire market share. People take it for granted that Uhlsport prices are lower than the other brands, when in fact, it is not (in European and world markets).

Therefore, the seemingly low prices are designed to gain market share in Middle East and it doesn't mean that they compromise their product quality at all. As everyone knows, Nike, Adidas, and Puma have their current place in the market because of their excessive advertisements, but Uhlsport has to keep its current place in the market by maintaining two important factors:

1-     To maintain high quality products for their markets

2-     To set a competitive price in the market without compromising their quality

Therefore, their plan to get the most market share in Middle East requires both competitive prices and good quality products to compete with other brands in Middle East. And they can only stay in the market if they provide same or better quality than the other brands, with lower prices to directly compete with those brands.

Does Romario Sports carry any other brands besides Uhlsport?

Yes, currently we have the exclusive rights for other brands, which are :  SELECT from Denmark, KELME from Spain, and KEMPA from Germany.

What are your company's plans for the future?

We have long term plans for all the countries that we are supplying, and based on the market knowledge we have gained from each country, we plan to increase the number of branches and representatives that we have there. Currently we are supplying 40 professional football teams, and we are planning to increase the number to reach at least 100 teams for 2015.

Will Uhlsport provide Iran with a unique and exclusive kit for World Cup 2014, or will the design be the same as the current uniform?

Of course, we will have a new design for Team Melli with the three colors of I.R. Iran flag and the emboss of the map of Iran on the jersey. It is one of the best designs that any national team could wear to represent their country, and it will be revealed in the World Cup.

Iranian football fans are very excited for the World Cup in Brazil next summer. What do you have to say to them?

The fans of football are the main pillar of this sport and we have special arrangements for these fans. We have plans for a special fan-box with 7 items, including: an I.R. Iran flag, an ascot scarf with I.R. Iran flag,a  wrist band, a cap, a shoe bag, a key chain, and the Team Melli jersey with a Brazil 2014 World Cup logo on it.

And we will make this box available with a 60% discount for fans in the market and related websites, after revealing the National Team kit.

And we wish all the best for you, Team Melli, Iranian Football, and all the people of Iran.

By: Arman Tamjidi