Boa Appoints Img To Create Team GB Range

The British Olympic Association has announced the appointment of IMG’s licensing division as its new official licensing partner, and will help the BOA create a range of official Team GB products.

Expected in the autumn, fans of Team GB will be able to purchase officially-licensed items through a variety of traditional retail and online outlets.

IMG Licensing already works with the likes of Wimbledon, the PGA Tour and the X Games.

Although over 10,000 Team GB and ParalympicGB licensed products were created to mark the home Olympics, according to media reports, sales did not match expectations.

Leah Walsh, marketing manager for the BOA, said: ‘Driven by the success of Team GB at London 2012, interest and support for the Team GB brand has never been greater.  Post-Games, research indicated that awareness of the Team GB brand throughout the UK was at a 99% level, which illustrates the strength of the Team GB brand and its potential for the future.’

‘For millions of fans throughout the United Kingdom, licensed products provide an opportunity to connect with, and show their support for, Team GB.  In IMG Licensing, we are delighted to be working with a licensing partner that is recognised globally for its innovation and unparalleled record of success.’

Simon Gresswell, Vice President of Licensing, Europe for IMG, added: ‘We are honoured and privileged to work with the BOA and represent Team GB as a unique brand in British sport. We believe the brand and the ongoing achievements of Team GB offer exciting opportunities for creative thinking and innovative approaches to product development and retail activation, built around marketing calendars that stretch beyond the Games’ build-up and event periods.’ 

‘We look forward to working with agile licensees who share our and Team GB’s vision for a diverse range of products, from the celebratory and patriotic, to the seasonal, iconic and uniquely opportunistic items that each Olympic Games provides.’