Sochi 2014 Organizing Committee Enters Licensing Agreement With X5 Retail Group

The Sochi 2014 Organizing Committee has entered into a licensing agreement with Russian grocery market X5 Retail Group. Under the agreement, X5 will become an official Sochi 2014 Organizing Committee retail sales operator. The sales of the Sochi 2014 licensed merchandise will be organized in 45 Russian regions in 3,500 shops of its stores. With the deal, Olympic retail sales volume for the Games are expected to reach an all-time record for the history of the Winter Games. The total number of official Sochi 2014 retail stores is expected to grow to 4,300. Three different stores in the X5 chain -- Pyaterochka stores, Perekrestok supermarkets and Karusel hypermarkets -- will offer customers a wide range of Sochi 2014 licensed goods for a total of more than 1,000 items (Sochi 2014).