Retail Merchandiser - November/December 2012 - (Page 26)

Licensing UNITED STATES OLYMPIC COMMITTEE Rooting for ‘USA, USA!’ The U.S. Olympic Committee licenses its name and logo to provide funding for U.S. athletes to compete at the Olympic and Paralympic level, and is one of the few committees that includes the Paralympic structure. hen major, established brands come together, the marketing possibilities and goodwill can be exponential. That is what iconic brands such as Coca-Cola, Visa and McDonald’s – members of the International Olympic Committee’s The Olympic Partner (TOP) Program – bring to the Olympic Movement. As TOP partners, these worldwide Olympic sponsors work closely with the U.S. Olympic Committee (USOC) when developing platforms and using the Olympic mark in the United States. “Sponsorship and licensing agreements are conducted on a four-year cycle,” explains Peter Zeytoonjian, USOC managing director of consumer products and licensing. “The four-year time periods are staggered every two years, just like the winter and summer Olympic Games.” Some companies, such as Kellogg’s, AT&T, Budweiser and United, are domestic sponsors, meaning they have access to U.S. Olympic marks only. The USOC also has official outfitters – Nike and Ralph Lauren – who are assigned to outfit Team USA. Eleven of the USOC’s sponsors are worldwide TOP partners and 22 are domestic. The USOC also has 35 licensees, such as Mattel Inc., Topps, Fathead, Outerstuff, Staples and BDA. Sponsorship and licensing opportunities are being sought for the 2014 Olympic Winter Games in Sochi, Russia, the 2016 Olympic Games in Rio de Janeiro, Brazil, and the 2018 Olympic Winter Games in Pyeongchang, South Korea. “Obviously, the games’ time period for winter and summer are huge, but then there’s the ramp-up to the games and the post-celebratory time period,” Zeytoonjian points out. “It’s not really just an Olympic Games license. It’s more a six-month ramp-up and ramp-down. It’s a lot longer than one would think. And, of course, some sponsors show the Olympic rings symbol in their advertising and products year-round.” The USOC is one of the few National Olympic W Peter Zeytoonjian Colorado Springs, Colo. 26 November/December 2012

Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2012

Retail Merchandiser - November/December 2012
Sports Licensing Show
Wine & Food Festival
Brand Licensing Europe
Category Insight
Cover Story
Affinity Consultants
United States Olympic Committee
Pacific Cycle Inc.
Foot Locker Inc.
Nationwide Vision
Belle Foods
Campioni Enterprises
Gilligan Oil
Hickman’s Iga
Liquor Stores N.A.
Ken’s Superfair Foods and Food Fair
Navy Exchange Service Command
New & Notable

Retail Merchandiser - November/December 2012