Rio 2016™ launches Olympic and Paralympic Games Licensing Programme

Licensed official products are estimated to generate around $750m USD in revenues for local businesses

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Sylmara Multini, head of Licensing, Retail and Concessions  (Photo: Photo: Miguel Sá/Rio2016)
Sylmara Multini, head of Licensing, Retail and Concessions (Photo: Photo: Miguel Sá/Rio2016)

The Rio 2016™ Organising Committee for the Olympic and Paralympic Games today launched the Games Licensing Programme during the 1st Rio 2016™ Licensing Meeting at Rio de Janeiro’s Modern Art Museum (MAM).

A total of 150 companies from several sectors (such as clothing manufacturers, toys, school supplies and apparel, and retail), interested in becoming licensees for manufacturing and selling official products of the Games, attended the event.

In addition to bringing in part of the revenues required to stage the Games, the Licensing Programme is a chance to promote the involvement of the public in the event and to generate business opportunities for a wide range of companies. Rio 2016™ estimates that the sale of official products will generate one billion Brazilian reals (around $750 million USD) in revenues for local businesses.

“The Olympic and Paralympic Games have the world’s most recognised brands. We are offering a unique opportunity for companies to associate themselves with these brands and eventually have their products displayed at the Olympic Museum in Lausanne, Switzerland, as relics of the Games. Also, licensed products are yet another way to enable all Brazilians to take part in the event,” Carlos Arthur Nuzman, Rio 2016™ president, said.

Megastore on the sands of Copacabana Beach

Rio 2016™ aims to reach a total of 60 licensed companies, 12,000 products developed and 6,000 points of sale. Between 2014 and 2016 over 150 official shops will be opened in places such as airports, shopping centres kiosks, hotels, the Olympic and Paralympic Village and every venue of the Games. Approximately 80% of the shops will be in Rio de Janeiro and the others will be located in key cities of the country. A megastore is also planned to be built on the sands of Copacabana Beach.

The emblems to be licensed will be those of the Rio 2016™ Olympic and Paralympic Games and the Team Brazil. The pictograms, to be launched next year, and the mascots, which will be unveiled in 2014, will also be displayed on official products.

The first official products will be sold at a shop to be set up at the Brazil House in London, UK, during this year’s Olympic and Paralympic Games.

The first product area to be licensed is collectibles (coins, stamps and lapel pins); followed by clothing (amounting to half of licensing revenues), in 2013; and hardlines (such as stationery, toys and home products), in the second half of 2014.

“Our planning aims to enable all segments of the market to associate themselves with the Games. Our products will range from luxury to the most affordable ones. The launches will be timed to make the Games brands’ value reach its peak in 2016,” Sylmara Multini, head of Licensing, Retail and Concessions of the Rio 2016™ Organising Committee for the Olympic and Paralympic Games, explained.

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