Chapter Seven l Licensing
Torino 2006 Licensing Facts
Official Licensees Product Categories Products Sold Total Revenue Target Revenue Gross Games-time Sales [1 – 28 February]
32 35 540,000 € 16.7 million € 15 million € 11.8 million
Licensing Programme Development
The Turin Organising Committee identified key principles for a successful licensing programme for the XX Olympic Winter Games.These principles guided the development and activation of the programme, ensuring that the programme suited the Italian marketplace, fostered strong partnerships and maximised sales opportunities.
Establishing Strong Partnerships – The Turin Organising Committee built strong partnerships by providing licensees with exclusive rights to major product categories that included a range of items. For example, Asics – an Official Sponsor of Torino 2006 – was the exclusive Torino 2006 licensee for product categories that included outerwear, sportswear, casual wear, clothing accessories, rucksacks and big bags.
Creating an Effective Distribution Network – The Turin Organising Committee established a sophisticated distribution network that provided consumers with a range of opportunities to purchase official Torino 2006 merchandise through a variety of sales channels: ● multiple Olympic Stores throughout Italy ● efficient online purchasing opportunities ● effective concessions at Olympic venues A f u l l 7 0 % o f l i c e n s e d m e r c h a n d i s e s a l e s w e r e g e n e r a t e d t h r o u g h t h e T u r i n O r g a n i s i n g C o m m i t t e e ’ distribution network. The remainder resulted from partnerships with various National Olympic Committees for sales outside Italy. s
A Sophisticated Sales Network – To ensure the success of the Torino 2006 licensed merchandise programme, the Turin Organising Committee developed a sophisticated national, international and e-commerce retail sales network. These networks shared the spirit of Torino 2006 with the world by providing consumers with multiple channels for purchasing official merchandise and souvenirs.
108 l IOC Marketing Report – Torino 2006