Menu
Olympics

USOC expects biggest retail Games ever, but keeps eye on goal of a year-round business

With a broader product line and increased distribution across disparate retail channels, U.S. Olympic Committee officials expect to easily surpass the $100 million in retail sales around the 2012 London Olympics for this summer’s Olympic Games in Rio.

But creating a business vibrant enough for non-Olympic years remains a long-term goal.

“We’re on target for what looks like our biggest Games ever from a retail perspective,” said USOC Chief Marketing Officer Lisa Baird, “but just as important is building a year-round licensing business.”

For its licensing business, the USOC has been moving in that direction since the 2008 Beijing Games, by providing more Team

Since the 2008 Games in Beijing, the USOC has been providing more Team USA products and increasing national retailers, up to 22 now.
USA products and increasing national retailers from four in 2008 to 22 this year, including Old Navy, Macy’s, Bloomingdale’s, and Express. The USOC also is relying on the brand strength of Ralph Lauren and Nike, two of its largest licensees, to expand distribution and sales.

The 600-plus-store Dick’s Sporting Goods chain is backing its USOC sponsorship with a large buy of Nike/USOC performance product, extensive in-store

branding and a marketing campaign spotlighting the nearly 200 U.S. Olympic and Paralympic hopefuls who work at Dick’s.

Since the USOC’s 3,500-square-foot store at USA House will be open to the public for the first time, sales there are expected to triple.

“We’ve got expanded distribution at retail, and we’ve had product there earlier than ever,” said Peter Zeytoonjian, USOC managing director, direct marketing, consumer products and events. “But we’re still not a 365-day-a-year offering, which is the ultimate objective.”

An enhanced effort in the mid-tier and mass retail channels through licensee Outerstuff looks like it will see the biggest increase. Hard goods have expanded with licensees like Swarovski and Alex and Ani offering trinkets ranging up to $170.

In keeping with Rio’s character, Nike’s Hurley surf brand is offering USOC-licensed board shorts, flip-flops and caps for the first time. Swatch is another product pioneer, offering its first Team USA Swatches. Another sign of the expanding non-apparel side of the business are three licensed teddy bears, ranging from a $39.99 version United Airlines is offering as an incentive to Olympic donors, to the $89.99 “Spirit” bear from Vermont Teddy Bear, to Ralph Lauren’s deluxe $240 bear, which comes wearing closing ceremony garb and is available only at Ralph Lauren stores and its websites.

Ad support for USOC licensees includes social media, catalog mailings and NBC on-air talent in a “Go Team USA” TV campaign directing traffic to the TeamUSAshop.org, administered by Fanatics. The goal this year is to double sales on the site, and currently, sales are exceeding that.

“We looked at our social media activity and our appeal across men, women and kids and we realized that we [Team USA] are a top-50 team brand,” Baird said. “It’s just a question of building the program enough to support that position in the market.”

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2016/06/27/Olympics/USOC-retail.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2016/06/27/Olympics/USOC-retail.aspx

CLOSE