Brand Licensing Europe secures IOC to deliver sports licensing keynote

  • IOC to discuss new global licensing strategy at BLE
  • Roland-Garros, NBA & the International Basketball Federation (FIBA) confirmed
  • Biggest sports presence ever at BLE 2018 with 9 new exhibitors

The IOC will deliver one of two unmissable keynote addresses at this year’s Brand Licensing Europe (BLE), which takes place at Olympia London from 9-11 October.

Titled ‘The Olympic global licensing strategy – the IOC new approach to licensing’, the IOC’s VP Commercial Integration Elisabeth Allaman will take to The Licensing Academy stage at 12pm on Wednesday 10 October to talk about how the IOC’s new licensing strategy has been developed with the mission to create a tangible connection to the Olympic Games and Olympism, through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill.

Historically, licensing within the Olympic movement has been mainly managed by the organising committees of the Olympic Games in the host countries, only. The aim of the new strategy is to strengthen and promote the Olympic brand, not only during the Olympic Games, but between Games, and to engage consumers all around the world. The session will present the IOC licensing strategy and the three core licensing programmes, which are aimed at specific target groups.

Following shortly after at 14:30 in the Brands & Lifestyle Theatre, representatives from world-leading sports organisations including Roland-Garros will join chair and LIMA UK MD Kelvyn Gardner for a panel discussion about opportunities in sport licensing. Alongside this, the NBA and the International Basketball Federation will also join for a session on the opportunities in basketball licensing following its increased popularity in Europe.

Elsewhere on the show floor, BLE is presenting its biggest ever line up of sports licensors. Exhibitors include Admiral Sportswear, Dorna Sports, FC Barcelona, Roland-Garros, International Basketball Federation, NBA, Juventus Football Club, Manchester City FC, Tour de France, Dakar, Paris Saint-Germain, Arsenal FC, UEFA Euro 2020, French Football Federation, Royal Dutch Football Association, the FA, Benfica, Real Madrid, FIFA, 4Play, Forever Collectibles and the Rugby World Cup.

Of those, 4Play, FC Barcelona, Roland-Garros, International Basketball Federation, Sport Lisboa e Benfica, Forever Collectibles, French Football Federation, Royal Dutch Football Association and the FA are all new to BLE for 2018.

“When it comes to the world of sport, you don’t get much bigger than the IOC. To have them present one of our 2018 Licensing Academy keynotes is a huge coup of BLE and one that we know will thrill and inspire all our visitors,” said BLE brand director Anna Knight.  

BLE takes place at Olympia London, 9-11 October 2018.

Registration is open now at

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