D – The 16th edition of the HSV Merchandising Show in Hamburg was staged on November 15 and 16, 2017. An unusual venue date, since the event was traditionally held in January, partly parallel to the PSI Show in Düsseldorf. However, the location of the event remained the same: the Volksparkstadion in Hamburg. According to the official figures, more than 100 exhibitors presented their wares and fares in the box seats, corridors and adjacent rooms on levels 2 and 3 of the East Stand. An exceptional atmosphere prevailed – “King Football” dominated the scene, not only in terms of the view over the location, but also regarding the exhibitors’ portfolios, where football quite literally played a key role. This is of course hardly surprising considering the fact that the Football World Cup is on the agenda next year.

HSV Merchandising Messe 2017 02 - HSV Merchandising Show: Atmosphere full of expectationHSV Merchandising Messe 2017 03 - HSV Merchandising Show: Atmosphere full of expectation

Nevertheless, in addition to the large offer of individualised footballs, as usual there was an attractive mixture of sport-related items and product ranges as well as customising and individualising services. The exhibitors – companies specifically from the merchandising and fan item sector, but also numerous specialists from the promotional products industry – offered a good overview of novelties and classics alike. The official attendance figure was not available at the time of going to press. But apparently and according to the exhibitors there was a high frequency of visitors – including merchandising and marketing specialists, buyers from sports clubs, but also from the industry and trade.

A detailed report will be published in eppi magazine No. 120 (December 6, 2017).

// Michael Scherer

www.merchandising-messe.de

Photos: Michael Scherer, © WA Media

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