ABSTRACT
For the FIFA World Cup 2006 in Germany, Chantal Almeida1 obtained the exclusive retail rights to distribute the offi cial fabrics of Togo’s national football team, Les Eperviers. She shared a stand with the public relations agency charged to promote the image of Togo to the world. Hence, public relations and merchandising provided a commercial niche for this Togolese businesswoman, in addition to a larger market share at the Grand-Marché of Lomé, where she has been the only wholesaler to sell these fabrics.
