London 2012 licensing drive 'well ahead' of schedule

LOCOG now inviting potential partners to tender for apparel, headwear and bags licence.
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The commercial director of the London Organising Committee of the Olympic and Paralympic Games (LOCOG), Chris Townsend has revealed that the licensing programme for London 2012 is "well ahead of schedule".

Today saw LOCOG begin the process of sourcing a licensee for the design, manufacture and UK retail distribution of London 2012 branded apparel, headwear, bags and associated products.

The range of merchandise and sales channels used by the licensee will complement the extensive range of licensed products being planned by Adidas, London 2012's official sportswear partner.

Merchandise covered by the deal would carry the London 2012 brand only and includes a full range of leisurewear and sports clothing, such as t-shirts, polo shirts, fleeces, jackets, tracksuits, baseball caps, rucksacks, holdalls and other items of clothing.

"The London 2012 licensing programme is well ahead of schedule," said Chris Townsend. "There is a great deal of interest from companies and consumers in the key product areas of apparel, headwear and bags. We look forward to receiving innovative responses from the industry which will help us involve the public in the Olympic and Paralympic Games through our merchandise programme, as well as bring in important revenues as we seek to raise the £2 billion required to stage the Games in 2012."

Interested parties are being urged to seek further information and details of how to apply online at

The first stage of the process is to register on the CompeteFor website, which is the online service for matching potential suppliers with Games-related business opportunities.

The closing date for interest is Friday November 14th 2008.


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