Olympic Marketing by Ferrand Alain Chappelet Jean-Loup & Séguin Benoît

Author:Ferrand Alain, Chappelet Jean-Loup & Séguin Benoît
Language: eng
Format: epub
Publisher: Routledge
Published: 2012-03-18T16:00:00+00:00

Programmes giving access to exclusive global rights

TOP partners receive exclusive global marketing rights within a designated product or service category. Most importantly, they can link their brand to the Olympic brand, which is one of the world’s best-known brands and associated with a unique set of ideals and values. TOP contracts run for four years, in line with each Olympic quadrennium.

In addition, Olympic supplier programmes allow companies to supply extra products and services. The IOC has two Olympic suppliers: Mizuno, which provides the IOC’s administrative team with clothing and accessories for the Olympic Games and other events, and Daimler AG, which provides transport services for all the IOC’s activities in Switzerland and during congresses throughout the world (outside Olympic Games host countries). In addition, Mercedes supplies the IOC, through Olympic Solidarity, with 50 minibuses as part of a special programme of aid for NOCs in developing countries.

The final programme covers Olympic licences, which allow companies to supply products and services under official licence. With respect to the Vancouver Olympics, the Director of IOC TMS, Timo Lumme, noted: ‘Merchandising sales were very, very positive. Everyone wants to touch a piece of the Olympic spirit and be able to take it home with them’ (IOC 2010e: 115). The success of the Vancouver 2010 merchandising programme was tied to the signing of the Hudson Bay Company (Hbc) as a national partner of VANOC. Hbc operates four key banners, two of which (The Bay and Zellers) provided extensive distribution for Olympic merchandise throughout Canada. The Bay, a chain of full-line department stores focusing on high fashion merchandise, has 92 stores in Canada, most of which are in the downtown cores of major cities. Zellers is a leading Canadian mass-merchandising department store with 279 locations in towns and cities across Canada. Hbc designed the clothing for VANOC and the Canadian Olympic team, and its two main department stores provided unprecedented distribution and reach for the Olympic brand. The IOC also runs a worldwide licence programme in categories such as cinema and video games.

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