SBJ/20091026/This Week's News

USOC turning to TeamFanShop for new online store

As part of an effort to boost its merchandise and licensing revenue, the U.S. Olympic Committee today is expected to announce a new e-commerce partnership with TeamFanShop.

The company, which is based in Jacksonville, manages the online merchandise stores of 25 colleges and nine conferences as well as the Jacksonville Jaguars, Tampa Bay Buccaneers and Philadelphia 76ers.

TeamFanShop is building  a new online store, TeamUSAShop.com, that is expected to launch in early November. It will feature new Vancouver Games merchandise from Nike, Polo Ralph Lauren and other licensees.

The USOC previously worked with Eastbay on its online store, but that agreement expired in the last year, and the organization’s new managing director of consumer products and licensing, Peter Zeytoonjian, has been looking for a new partner since June. Zeytoonjian said that TeamFanShop not only will upgrade the USOC’s e-commerce platform but also enable it to effectively use its database to drive sales.

“We’re excited to have a partner who is engaged and is going to work with us to help drive this business,” Zeytoonjian said. “With the support of our general marketing and the company, we think we can raise awareness of the Olympic movement and drive increased sales of our product for the USOC.”

The USOC has limited merchandise presence at retail, so its online store is critical to merchandise sales. Zeytoonjian hopes to grow the merchandise and licensing business exponentially. The organization did not disclose licensing revenue for its most recent fiscal year, but it generated $3.2 million in licensing revenue for fiscal 2007, tax filings show.

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