BOA Appoints IMG Licensing as Official Licensing Partner

10 April 2013 / 09:30

The British Olympic Association (BOA) announced today the appointment of IMG Licensing as its new Official Licensing Partner.

IMG Licensing, a division of IMG Worldwide, the global sports, fashion and media company, will work with the BOA to create a comprehensive licensing programme that offers a full range of officially-licensed Team GB products and apparel. It is expected that as early as Autumn 2013, fans of Team GB will be able to purchase officially-licensed items through a variety of traditional retail and online outlets.

IMG Licensing was selected following a tender process and review of many of Britain’s leading licensing agencies. In addition to the BOA and Team GB, other premier sport properties and rightsholders with which IMG Licensing works include Wimbledon, the PGA Tour, the X Games, ESPN and 24 Heures du Mans.

Demand for officially-licensed Team GB merchandise and apparel reached an all-time high in 2012, with over 10,000 individually licensed items bearing the Team GB & ParalympicGB marks available to consumers. The products and apparel were available nationwide, with a dedicated ‘Our Greatest Team store in the Westfield Stratford City shopping centre adjacent to the Olympic Park. According to the Games organising committee, LOCOG, Team GB kit was the best-selling collection of the licensing programme.

“Driven by the success of Team GB at London 2012, interest and support for the Team GB brand has never been greater.  Post-Games, research indicated that awareness of the Team GB brand throughout the UK was at a 99% level, which illustrates the strength of the Team GB brand and its potential for the future,” said Leah Walsh, Marketing Manager for the British Olympic Association. 

“For millions of fans throughout the United Kingdom, licensed products provide an opportunity to connect with, and show their support for, Team GB.  In IMG Licensing, we are delighted to be working with a licensing partner that is recognised globally for its innovation and unparalleled record of success,” added Walsh.

IMG Licensing is the leading independent licensing agency in the world with an unrivalled 50 year track record and global network of offices.  With over 200 licensing professionals providing local coverage and expertise through a single globally coordinated organisation, IMG Licensing provides a unique one-stop-solution for its licensing clients.

“We are honoured and privileged to work with the BOA and represent Team GB as a unique brand in British sport,” said Simon Gresswell, Vice President of Licensing, Europe for IMG.  “We believe the brand and the ongoing achievements of Team GB offer exciting opportunities for creative thinking and innovative approaches to product development and retail activation, built around marketing calendars that stretch beyond the Games’ build-up and event periods. 

“We look forward to working with agile licensees who share our and Team GB’s vision for a diverse range of products, from the celebratory and patriotic, to the seasonal, iconic and uniquely opportunistic items that each Olympic Games provides,” added Gresswell.