MerchandIce BV

About MerchandIce BV

Merchandice is a brand activation and FMCG concept company focused on helping sports clubs and teams build stronger fan relationships through licensed consumer products. Its main idea is to turn club branding into an everyday, accessible product that can be sold beyond the stadium, including in supermarkets, wholesalers, catering, and sports canteens.

The company positions itself around broadening and deepening the brand experience for top sports organizations. It emphasizes products that are easy to understand, appealing to both children and adults, and suitable for clubs that want to connect with new audiences while keeping the association with their name, logo, and colors.

Core Values

• Healthy snacking: The company stresses that its products should be low in calories, made with as many natural ingredients as possible, and free from added sugars.
• Fan engagement: Merchandice aims to help clubs activate and deepen their fan base through products that create a positive brand experience.
• Accessibility: Its products are designed to be easy to enjoy and broadly appealing, with a format that works for both children and adults.
• Brand extension: The company values giving sports brands more visibility outside traditional channels and helping them appear in everyday retail and foodservice settings.

Unique Aspects

• Sports-club licensing focus: Merchandice is built around branded products for football clubs and other sports organizations, rather than general consumer ice cream.
• Club-specific customization: Each club can choose its own flavor combination, colors, and packaging, making the product feel tailored to the fan base.
• Retail beyond the stadium: The company explicitly targets supermarkets, wholesalers, catering, and sports canteens, extending club visibility into mainstream channels.
• Broader FMCG ambition: Merchandice says it is applying the same concept not only to ice cream but also to other FMCG products.