We talk to licensing and retail manager Samuel Day about the growth in the licensing programme in the lead up to Rio 2016.
There is no doubt that the London 2012 licensing programme was a huge success, grossing £1 billion at retail. Team GB, the licensed property created originally for these Olympics, contributed approximately 50% through sales of licensed product. In terms of awareness and appeal of the Team GB brand, it could not have asked for a better licensing springboard as it looks to build for Rio 2016.
Managed externally since 2013, the Team GB licensing programme was brought in-house in early 2015 with the appointment of Samuel Day as licensing and retail manager.
“Our vision for Team GB licensing is to capitalise on Team GB’s unparalleled brand equity and fan base by growing a long term, sustainable licensing programme with a predictable revenue stream that continues to help grow our Brand and our fan base,” says Samuel.
Team GB Is well on its way to achieving this. An IpsosMori Pole in 2013 asked respondents what makes us most proud to be British – Team GB ranked third behind only the NHS and the Armed Forces.
“The challenge now is to use licensing as part of our overall strategy to help retain this support and ultimately grow it,” observes Samuel.
In the short-term, the licensing programme is focusing on Rio 2016. Team GB wants to work with best in class licensees who are passionate, motivated, and shares our vision for the long-term.
“This isn’t always the licensee prepared to part with the biggest MG and who has the biggest licensor portfolio. Often it’s the smaller, more committed licensees who can devote more quality time and resource to a licence over a longer period of time, the result being licensed product more aligned with our brand values and strategic direction,” says Samuel.
Team GB aim to give its licensees clarity and space in the market, without fear of internal product conflict within the programme. This allows licensees to work more collaboratively and create a multi-licensee, cross category product solution, spearheaded by our more established licensees.
“We feel this approach is something retailers will warm to given their reluctance to take on multiple new accounts,” thinks Samuel.
The licensing programme is growing and, at the end of 2015, it boasted 19 licensees, as Team GB looks to push past 500 product lines come Games time.
“A healthy representation of direct to retail licensees has allowed the brand to bypass, in part, the traditional challenges of wholesale and work with motivated licences that have the ability to use their established retail platforms to reach our ever growing customer base,” comments Samuel.
Aldi is the official supermarket partner of Team GB, holding a direct to retail licence across a number of categories including apparel, accessories, and back to school with product available April 27 2016, exactly 100 days to the opening of the games. Team GB has also partnered with Kitbag to manage the new Team GB online store. In addition, Kitbag holds a direct to retail licence for apparel which will be made available exclusively through the online store.
Team GB’s longest serving partner and anchor licensee, adidas, has just renewed its agreement to 2024.
Team GB is also working with a number of new licensing partners in the build up to Rio 2016. Thomas Pink, in addition to its own retail presence, will work through other retail partners including Selfridges, House of Fraser, Fenwick’s, and John Lewis, making the range of Team GB men’s casual, formal shirts and accessories available to a wider audience from February 2016. Counter Editions has seen the creation of high end art prints by artists such as Sir Howard Hodgkin and Tracy Emin.
“This has allowed the brand to enter art retail via Counter Editions’ physical gallery in Shoreditch London and their online store which brings with it a whole new Team GB customer,” thinks Samuel.
Team GB is also working with retail enhancing, co-branded licences, such as The Royal Mint, Thomas Lyte, and Sistema.
A big initiative for Rio is the launch of Team GB’s official supporter item, the Team GB Bahia Band (available from April 27). Traditionally, a Bahia Band is a Brazilian symbol of good fortune that have been worn and displayed for generations; the ribbons are tied with three knots to express three wishes, then worn on the wrist or hung in public places to create a powerful symbol of support. Once the ribbon falls off naturally the three wishes are believed to come true.
“We are asking all Team GB fans to wear and display their Team GB Bahia Band as we build a nationwide wave of support for our athletes as they prepare to compete at the Rio 2016,” comments Samuel.
Team GB’s partners are hugely important in driving Team GB initiatives, licensing or otherwise, through their retail presence. In addition to adidas and Aldi. Team GB has domestic partnerships with BP, DFS, Fitness First, Kellogg’s, Muller and Nissan, all helping to maintain and build awareness by engaging the public with innovative activations all centred on their partnerships with Team GB.
Team GB recognises that from a licensing specific perspective, solid retail distribution is the key.
“For Team GB it boils down to staying relevant, engaging with the public and inspiring the next generation of Team GB athletes and fans. Having a strong presence in retail helps us to achieve this,” thinks Samuel.
Indeed, enjoying 99%* (*source: IOC) brand awareness in the UK and with a varied licensed product portfolio across a varied retailer stable will always play a part in Team GB maintaining this fantastic statistic.
This feature originally appeared in the Spring 2016 edition of The Licensing Source Book. Click here to read the full publication.
