The IOC has been tapped to deliver a keynote address at this year’s Brand Licensing Europe, exploring its new global licensing strategy.
Titled The Olympic global licensing strategy – the IOC new approach to licensing,’ the address will see VP commercial integration, Elisabeth Allaman take to the Licensing Academy stage at 12pm on Wednesday, October 10.
She will talk about how the IOC’s new licensing strategy has been developed with the mission to create a tangible connection to the Olympic Games and Olympism, through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill.
Historically, licensing within the Olympic movement has been mainly managed by the organising committees of the Olympic Games in the host countries. The aim of the new strategy is to strengthen and promote the Olympic brand, not only during the Olympic Games, but between Games and to engage consumers all around the world.
The session will present the IOC licensing strategy and the three core licensing programmes, aimed at specific target groups.
The keynote address will be followed by a panel discussion about opportunities in sport licensing. The panel will take place in the Brands & Lifestyle Theatre and will feature representatives from world-leading sports organisation, including Roland-Garros, NBA and the International Basketball Federation.
Elsewhere on the show floor BLE is presenting its biggest ever line up of sports licensors. Exhibitors include Admiral Sportswear, Dorna Sports, FC Barcelona, Roland-Garros, International Basketball Federation, NBA, and more.
“When it comes to the world of sport, you don’t get much bigger than the IOC. To have them present one of our 2018 Licensing Keynotes is a huge coup of BLE and one that we know will thrill and inspire all our visitors,” said BLE brand director, Anna Knight.