London 2012 Summer Olympics Case Study


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. 


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.  


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