COI and Fanatics partner of the World Olympic Online Store

Máquina do Esporte

E-commerce already operates in the US, EU, UK, Switzerland and Mexico

The International Olympic Committee (IOC) has struck a deal with sports specialty retailer Fanatics to launch a global Olympic online store. This is the first time that the entity provides the goods developed by authorized partners and organizing committees in one unified location.

E-commerce officially opened on Thursday (28th) and can be found at this address. Initially, you will work in the US, EU, UK, Switzerland and Mexico. Then, by mid-2022, it is expected to be available worldwide, with the exception of Russia and China. In the Asian country, the IOC will continue to set up a separate store, operated by retail platform Tmall, affiliated with the entity’s sponsor, e-commerce Alibaba, in partnership with the Organizing Committee for the Beijing 2022 Winter Olympic Games.

Initially, the new virtual space for the International Olympic Committee will provide three main groups. The first is the Olympic and Paralympic Games collection, which celebrates the upcoming Olympic and Paralympic Games with some of the brand’s Paris 2024 products already available. Over the next three years, the promise was to have more than 10,000 licensed products for the French version alone. Milan / Cortina d’Ampezzo 2026 and Los Angeles 2028 products will be added later.

The second is called the Olympic Heritage Collection, which offers products that use art and design elements from previous editions of the Games, such as souvenirs, mascots and clothing items. Finally, the third group is the Olympic group, which is aimed at a youth audience. Items include toys, games, bags, stationery, and sports equipment.

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For launch, one of the items available is the trivia cards, available in English and French, which the International Olympic Committee considers an ideal festive gift for an Olympic fan, who can thus test their knowledge of Olympic trivia.

For launch, some Paris 2024 products have already been put on sale
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“This is an exciting release for us as fans from an increasing number of regions will be able to purchase official Olympic merchandise and connect with the magic of the Olympic Games ahead of each release. We look forward to collaborating on this new store with the organizing committees for Paris 2024, Milan/Cortina d’Ampezzo 2026 and Los Angeles 2028 to interact with A larger fan base and presenting collectibles that convey the values ​​of the Olympic movement online with Timo Lumm, managing director of IOC Television and Marketing Services, “the IOC’s global licensing strategy,” said Timo Lumm, managing director of the IOC’s global licensing strategy.

It should be noted that until now, the official licensing program for each Olympic edition has been the responsibility of the host country’s Local Organizing Committee (Locog), while National Olympic Committees (NOCs) can license companies to create specific souvenirs for teams from their countries. Until recently, the IOC itself ran a global licensing program in only certain categories, such as films and video games, which caused promotion activities to increase locally in the period leading up to, during and immediately after each Olympics, but dropped dramatically for the rest of the Games. the time.

Through the new initiative and partnership with Fanatics, the goal is to use data insights to understand and improve the relationship with Olympic fans. Moreover, the use of e-commerce to search for new licensing partners in order to generate new revenue for the Olympic movement, and also reach new audiences.

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“Let’s walk before we run, but I think over time the goal here is not just to go global, but also to start creating the kinds of services and products that fans really want. I think the exciting thing here is that, unlike football and professional sports in the United States We’re just scratching the surface to better understand the Olympics fan. So, I think there’s a lot of insights we can gather in terms of the kind of things people might want,” Lomi summed up, in an interview with Britain’s SportBusiness website.

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About the Author: Lizzie Gray

"Lifelong web fan. Incurable internet junkie. Avid bacon guru. Social media geek. Reader. Freelance food scholar."

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