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With over 5,000 licensed Olympic Games Rio 2016 products on offer in the 132 offi cial Rio 2016 stores and more than 40,000 authorised points of sale across Brazil, there was certainly no shortage of options for Olympic fans looking to fi nd a souvenir from the fi rst Games to be held in South America.From pins and pens to towels and T-shirts, the Rio 2016 Licensing Programme featured a huge range of products to suit all tastes and budgets and proved to be a huge success, supporting Rio 2016 fi nancially, promoting the Games and the Olympic values, and showcasing the unique identity of the host city.As part of the Licensing Programme, the Rio 2016 Organising Committee agreed contracts with approximately 70 licensed companies to provide offi cial products in categories such as apparel and footwear, sporting goods, household goods, stationery, souvenirs, toys and many others.LICENSINGFar left The Worldwide Olympic Partners built excitement for the GamesLeft Huge crowds flocked to the Olympic Park during the GamesBelow The 132 official Rio 2016 stores stocked more than 5,000 licensed productsmore than 340,000 fans visit during the Games, while there was also a Live Site for fans in the football city of Manaus. In addition, the Tokyo 2020 Organising Committee initiated three Live Sites in Japan to allow fans to watch the Olympic Games Rio 2016.One of the most popular destinations during Rio 2016 was the Olympic Boulevard at Porto Maravilha – the newly renovated port district in the heart of Rio’s historic centre.Stretching 3km along the dockside, the Boulevard was home to the Olympic cauldron throughout the Games, attracting millions of visitors who were able to watch more than 100 hours of Olympic action on specially-erected big screens, while also enjoying live concerts and an array of street performers, including jugglers, mimes, dancers and musicians.In total, the Olympic Boulevard received almost three million visitors during the Games.‘IT’S CLEAR THAT THERE WAS A GREAT DESIRE TO BE PART OF THE FIRST GAMES IN SOUTH AMERICA, AND FANS FROM BRAZIL AND AROUND THE WORLD HELPED CREATE A REAL PARTY ATMOSPHERE IN EACH AND EVERY ONE OF THE VENUES’DONOVAN FERRETI, DIRECTOR OF TICKETING, RIO 2016 ORGANISING COMMITTEE‘WE WELCOMED MORE THAN 3.5 MILLION FANS AT THE MEGASTORES IN COPACABANA AND THE OLYMPIC PARK LOOKING TO TAKE HOME A SOUVENIR’ SYLMARA MULTINI, DIRECTOR OF LICENSING & RETAIL, RIO 2016 ORGANISING COMMITTEEAmong the highlights were plush mascot toys, Rio 2016 branded beach accessories – including Havaianas fl ip-fl ops, which became the biggest sellers of the Games, with 2.5 million pairs sold – and Lego models of the Games mascots, which were offered for the fi rst time in the history of the Games. A range of commemorative postal stamps and coins was also launched.The incredible popularity of the Rio 2016 licensed products was highlighted by the hordes of fans who fl ocked to the two huge Megastores that operated within the Barra Olympic Park and on Copacabana Beach throughout the Games. In total, 3.5 million fans passed through the doors of these Megastores.In addition to the 132 offi cial Rio 2016 stores and more than 40,000 authorised points of sale across Brazil, offi cial stores operated in the Olympic Village and at all the Olympic venues during the Games, while an offi cial online store was also available for Brazilian customers.DID YOU KNOW?The IOC’s forecast total revenues of USD 5.6 billion from 2013-2016 have increased by 6.2 per cent compared with the revenues for the 2009-2012 period. The main driver of this increase is TV broadcasting rights and the TOP programme marketing rights. OLYMPIC MARKETINGOLYMPIC REVIEW 53