We are
PHI International
Who we are
PHI International is your reliable partner in merchandising, licensing, and retail. With 25 years of global experience, we’ve become the go-to provider for Europe’s leading sports clubs and federations.
Now we are bringing that expertise to Australia — combining our international success with local presence to deliver world-class solutions for Australian sports, corporates, and institutions.
What we do
We provide end-to-end services: concept creation, design, licensing, manufacturing, retail setup, and digital commerce. Our role is to help organisations grow revenue while ensuring every fan or customer touchpoint feels authentic and memorable.
How we do it
We design and produce full product ranges with our own in-house teams, supported by global factories and logistics partners. Every project is delivered under strict quality, compliance, and ethical standards — ensuring your brand is always represented at its best.
Wanna know more?
References
Merchandising
Our core business is, and will always be, delivering merchandise that connects clubs with their fans. For over 25 years, our group has designed, manufactured, and distributed licensed merchandise for some of Europe’s most iconic clubs — including Liverpool, Manchester City, Ajax, and UEFA tournaments.
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To MerchandisingTo Merchandising
Licensing
In 2012, our group expanded into licensing, creating programs for top clubs that balance creativity, compliance, and commercial success. Today, we manage complex licensing ecosystems — from product approvals and sponsor integration to royalties and distribution.
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To LicensingTo Licensing
Retail
We operate retail solutions that bring clubs and fans together — in stadium stores, club shops, pop-ups, and online platforms. Across Europe, we’ve built loyalty programs and fan engagement strategies that keep supporters connected year-round.
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To RetailTo Retail