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Licensing l Chapter Seven

Olympic Sponsor Support

Olympic sponsors participated in the Torino 2006 licensing programme in various ways, furthering their support for the XX Olympic Winter Games, providing high-quality merchandise to consumers and contributing to the overall success of the programme:

  • Visa International, a Worldwide Olympic Partner, supported the licensing programme by providing the payment systems to facilitate the purchase of official merchandise.

  • The Swatch Group – parent company of Omega, a Worldwide Olympic Partner – participated in the programme as a licensee, creating high-quality timepieces that commemorated the Games. In addition, the company created limited-edition timepieces to reflect its long history of support for the Olympic Games, including the Omega Olympic Timeless Collection of six chronographs and the Omega Pocket Watch 1932 – a replica of the Omega chronograph used by timekeepers at the 1932 Olympic Games in Los Angeles.

  • Asics, an Official Sponsor, made clothing, accessories and other apparel with the Torino 2006 identity

available to consumers.

Successful Numismatic & Philatelic Programmes

Torino 2006 continued a long tradition in the Olympic Movement by creating Olympic coins and stamps that commemorated the XX Olympic Winter Games.

The striking of Olympic coins began in ancient times, and was revived at the 1952 Olympic Games in Helsinki. Torino 2006 struck 11 Olympic coins at the Italian Mint – the Istituto Poligrafico e Zecca dello Stato. The collection of six silver coins and five gold coins depicted various Olympic winter sports disciplines, monuments of the Turin region and the symbol of the Torino 2006 Olympic Torch Relay. Of nominal value ranging from 5 to 50, the coins were distributed in Italy by the Mint, 3,000 Sanpaolo bank branches and other group banks.

The Torino 2006 philatelic programme, which continued a tradition that began with the first modern Olympic Games in Athens 1896, included a series of seven stamps. One stamp was dedicated to the Torino 2006 mascots, while the others celebrated the cities hosting Torino 2006 competitions. At the commencement of the XX Olympic Winter Games, nine additional stamps were issued, with eight depicting the Olympic winter sports and one dedicated to the Paralympics.

IOC Marketing Report – Torino 2006 l 111

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