Merchandise Licensing Sports Licensing 

Beijing 2022 Winter Olympics launches licensing program

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After a successful trial run over the past six months, the Beijing 2022 Winter Olympics organizing committee launched its official licensing program on July 31.

The program has been launched to promote the Olympic spirit, provide a marketing platform for Chinese small- and medium-sized businesses, attract public participation, and finance the upcoming games.

The launch comes three years after Beijing won the bid to host the upcoming Winter Olympics, becoming the only city to ever host both the Summer and Winter Games.

According to a press conference, official Beijing 2022 merchandise manufacturers and retailers will begin mass production and sales of products bearing official emblems of the Beijing 2022 Olympic and Paralympic Winter Games in 16 merchandise categories, including badges, clothing, ceramics, and stationery.

The licensing projects concern marketing activities authorized by Beijing organizers to design, produce and sell merchandise containing logos, mascots and relevant intellectual property (IP) rights of the Games.

“The impressive market response to our products during the trial run represents the strong demand for licensed Beijing 2022 souvenirs and lays a solid foundation for sales to expand in scale,” Piao Xuedong, marketing director of the committee was quoted as saying during the launch.

Olympic merchandise reflecting host-city characteristics are highly sought-after commodities, and Beijing is committed to making its own collection commemorating the 2022 Games.

Sales of a limited range of Beijing 2022-licensed products generated more than 100 million yuan (USD14.7 million) in revenue since the pilot run began at 16 outlet stores and online platforms in December after the organizing committee unveiled the official Beijing 2022 emblems.

After the launch, officials said that the licensing projects will be found in more stores in airports, tourist sites, shopping streets in Beijing as well as retail outlets and distributors across the country.

Some of the most popular items are 2022 commemorative badges displaying the Olympics and Paralympics logos, which were sold out within two hours on the opening day of the trial phase.

In addition, the committee announced the opening of a design competition for licensed products featuring Beijing 2022 logos.

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