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London 2012 Summer Olympics Case Study

VISION:  

Legends International were appointed to be the exclusive retail partner for all in-venue retail and the non-venue superstore for the London 2012 Olympic Games. 

PROJECT:  

The London 2012 Olympic Games brought a total of 34 venues to the capital with 134 retail doors, including a 40,000 sq. ft Superstore in Hyde Park – London's largest retail pop-up store ever.  

RESULTS:   

Legends International delivered the following results for the London 2012 Olympics:  

  • Highest gross merchandise sales and royalties generated for any Olympic and Paralympic Games  

  • Highest gross royalties generated for any Olympic and Paralympic Games  

  • Largest merchandise sales for any sporting event to date  

  • Minimum royalty guarantee to the organising committee exceeded by more than 60%  

  • A new Olympic and Paralympic record in terms of sales generated and royalties paid to London 2012 Organising Committee  

  • $100,000,000 sales in 31 days  

  • 4,000,000 articles of licensed product sold; 2,500 members of staff  

  • Quickest recorded average transaction time at 67-72 seconds (split between superstores in Hyde Park and Olympic Park)  

  • Highest average transaction value (split between superstores in Hyde Park and Olympic Park) and £56-£64 respectively  

  • Over 1,200 lines of merchandise styles created and sold