March 9 – The Romanian Football Federation (FRF) and Noriel, Romania’s leading toy retailer, have announced a strategic partnership aimed at connecting the National Team with its youngest supporters.
Founded in 1995, Noriel is the leading toy retailer in Romania with a network of 100 stores and a robust e-commerce presence. This collaboration focuses on building a bridge between football and the younger generation through a dedicated platform of family-oriented activities and an exclusive line of licensed National Team products.
The agreement will see the launch of an official range of ‘Tricolorii’ branded merchandise designed specifically for children, including toys and board games, school supplies and stationery, and junior sports gear and themed accessories
The initiative arrives at a peak moment for youth football in Romania. According to the FRF, during the 2025–2026 season, over 362,000 students (roughly 1 in 6 Romanian pupils) are participating in school football competitions organised alongside the Ministry of Education.
“We have a responsibility to build a lasting relationship with fans of all ages. By developing a product line for the little ones, we are connecting the emotion of the game with their daily world. This is another example of a sustainable commercial strategy that brings the National Team brand closer to the community”, said Răzvan Burleanu, president of the FRF.
Simona Bujorianu, Managing Director of Noriel, emphasised the importance of play in sports education: “Through this partnership, we want to give children the chance to discover the world of football not just on the pitch, but through imagination and play. We are supporting movement, teamwork, and an attachment to sporting values.”
Contact the writer of this story, Aleksander Krassimirov, at [email protected]