You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
5. LICENSING<br />
A licensing programme for the Olympic Games is designed primarily to promote the Olympic image and convey the culture of the host<br />
country, whilst raising additional revenues that are put towards the staging of the Olympic Games.<br />
The Organising Committee of the Olympic Games permits companies to produce, manufacture and sell products such as pins, T-shirts,<br />
and baseball caps bearing the official Games emblem and to use related trademarked Olympic Property, such as mascots, as<br />
merchandise. There is also a rich history of numismatic and philatelic programmes in the Olympic Movement. In return, licensees pay<br />
royalties for the rights, which go directly towards funding the Olympic Games.<br />
BEIJING 2008<br />
The licensing programme for the Beijing Games is managed by BOCOG, under the direction of the IOC.<br />
The Beijing 2008 Licensing Program has promoted the Olympic image with an appealing blend of Chinese culture, helping to shape a<br />
unique image for the Beijing 2008 brand.<br />
The Beijing 2008 Licensing Programme is the largest in terms of products, with over 6,000 different items available, including pins,<br />
apparel, toys, stationery, crafts, luggage, jewellery and games.<br />
The retail operations have been similarly huge, with an unprecedented number of retail outlets, as well as flagship stores and<br />
“superstores” during Games time at the Olympic Green.<br />
IOC MARKETING MEDIA GUIDE / 35
Change language