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Chapter I7

Torino 2006 Licensing

The Torino 2006 licensing programme provided consumers with merchandise and souvenirs that commemorated the XX Olympic Winter Games, represented the Olympic image and expressed the unique spirit and identity of Torino 2006. The licensing programme was a great success, with a large selection of apparel and other merchandise that carried the Torino 2006 emblem, design elements, pictograms and mascots available through a wide range of sales channels.

  • Royalties from the sale of Torino 2006 merchandise provided support for the Italian Olympic team and the staging of the XX Olympic Winter Games

  • The Organising Committee established a sophisticated national and international sales network of more than 2,000 authorised retailers of official Torino 2006 merchandise

  • During the Games the Olympic Superstore welcomed more than 300,000

customers

  • Sales peaked with more than 22,000 receipts on 18 February 2006

  • Torino 2006 continued strong Olympic traditions by developing programmes

for Olympic coins and stamps

IOC Marketing Report – Torino 2006 l 107

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