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SBD Global/August 13, 2012/Olympics
Team GB Kit Boosts Retail Sales, But Goals Still Not Met
Published August 13, 2012
SWAG SELLING: The WALL STREET JOURNAL noted that if organizers are to "reach their stated goal" of raising £80M ($125.4M) from merchandising royalties, licensees "will have to sell about £1B ($1.5B) of swag." LOCOG said the goal "was on track" but wouldn't have a final update until after the Paralympics. The Olympics-wear aisles of the Sports Direct store on London's Oxford Street were "packed Friday evening with shoppers looking for deals." Everything "Team GBR" was marked down and "quickly filling shoppers' bags" (WALL STREET JOURNAL, 8/12). In Beijing, He Wei wrote that as fans celebrate the 17-day Games, official sports-equipment provider DHS also has "embraced the winning spirit as business soars after sponsoring the ping pong and weightlifting events" (CHINA DAILY, 8/10).