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SBD/Issue 131/Sponsorships, Advertising & Marketing
LOCOG Signs Next As Team GB Official Clothing, Homeware Supplier
Published March 22, 2010
|Next Signs A US$15.0M Deal
With LOCOG For '12 Games
U.K.-based fashion company Next has signed on as the "official clothing and homeware supplier" for Team Great Britain during the '12 London Olympics and Paralympics, according to Dominic Walsh of the LONDON TIMES. The US$15.0M deal with LOCOG will see the retailer "design outfits for the opening and closing ceremonies and some furnishings and linen for the athletes' village." In addition to "kitting out the athletes and team managers, Next will supply formal uniforms for the 4,500 technical officials required for the Games and suits" for the LOCOG reception staff. The total number to be dressed will be "more than 5,000." The Next deal brings LOCOG's domestic Olympic sponsor total to 27. Marketing experts believe that Next's "lower midmarket positioning is a good fit with the Olympics while its association with such a high-profile event should boost its brand awareness." Fashion company Lee Cooper supplied uniforms to Team Great Britain for the '08 Beijing Games (LONDON TIMES, 3/20). The deal is the 14th third-tier sponsorship for the London Games, and LOCOG Commercial Dir Chris Townshend said, "Next is a great brand and I'm confident Next will create a great look for the athletes, officials and staff" (MARKETINGWEEK.co.uk, 3/22).