Licensing Programme
News
Through the sale of official merchandise, collectibles and souvenirs, the Olympic licensing programmes offer fans a tangible connection to the Olympic Games and the Olympic values.
In addition to the licensing programmes that operate for each edition of the Olympic Games, which are managed by the local Organising Committees, as part of the Olympic Agenda 2020 initiatives the IOC has also developed a global licensing programme to strengthen and promote the Olympic brand, not only during the Olympic Games, but between the Games as well.
Olympic licensing consists of three core programmes aimed at specific target groups: the Olympic Heritage Collection, the Olympic Collection and the Olympic Games Collection.
To support these licensing programmes and engage fans around the world, the IOC has launched a unified online Olympic shop available globally (except in China), offering visitors the opportunity to purchase official Olympic branded products from the three core programmes, which are produced by licensees and suppliers appointed by the IOC and the Organising Committees of upcoming Games editions.
Within China, the IOC has launched an official Olympic online store hosted on the Tmall platform of Worldwide TOP Partner Alibaba.
These e-commerce solutions provide another tangible touchpoint for people to engage with the Olympic Movement and the Olympic Games.
The Olympic collection
The Olympic Collection is developed by the IOC, and aims to engage a young and active audience through unique branded products that are exclusively available online and at The Olympic Museum Shop in Lausanne, Switzerland. This includes apparel, toys and games, bags, stationery items and sports equipment.
The Olympic heritage collection
The Olympic Heritage Collection offers products featuring art and design elements from previous Games editions, such as apparel, mascots and accessories, connecting fans and connoisseurs with the rich heritage of past Olympic Games.
Many of these programmes are managed by the local Organising Committees, under the direction of the IOC, and help provide part of the revenues required to stage the Games. On a global level, the IOC manages the categories of videogames, sports equipment and toys.
The Olympic and Paralympic Games Collections
The Olympic and Paralympic Games Collections celebrate each upcoming edition of the Olympic and Paralympic Games, and include branded products such as accessories, souvenirs, fan gear and apparel.
These programmes are managed by the local Organising Committees, under the direction of the IOC, and help provide part of the revenues required to stage the Games.
Through the sale of official products, the Olympic and Paralympic Games Collections help to promote the Games and the Olympic brand, while also sharing the culture of the host region and allowing members of the public to purchase their own piece of Olympic history.
The official mascots of each edition of the Games often form a key part of these licensing efforts, while coins and stamps are also hugely popular among the public and Olympic collectors.
Ensuring authenticity and quality
The Olympic Movement works to ensure the authenticity and quality of Olympic branded merchandise through a comprehensive programme of anticounterfeiting devices, trademark legislation, education, monitoring and enforcement. These efforts protect consumers from unauthorised or counterfeit goods, protect official Olympic licensees from rights infringements, and protect the Olympic brand from the potential negative impact of low-quality, unauthorised merchandise. The IOC follows a responsible sourcing approach, with the sourcing of its products and services carried out with environmental, social and ethical issues in mind.
As well as licensees, the IOC also has a number of suppliers. For more information: https://olympics.com/ioc/suppliers
The IOC also has a long tradition of overseeing philatelic and numismatic programmes, dating back to 1895. For more information: https://olympics.com/ioc/philatelic-and-numismatic
