BLE to Host London 2012 Olympics Q&A

London 2012 Vision - Retail, Licensing and the Olympic and Paralympic Games - The Story So Far will feature key members from the London 2012 team: Charlie Wijeratna, director of commercial negotiations, Simon Lilley, head of licensing and retail, and Warren Traeger, licensing manager of toys, games and souvenirs. It will be hosted by Kevin Roberts, editorial director of SportBusiness Group.

"Less than two years from now, London will be at the center of the world's biggest sports licensing event," says Jessica Blue, event director, Brand Licensing Europe 2010. "The Big Interview will provide the inside track on progress to date and also explore the additional licensing, retail and commercial opportunities

The London 2012 team is responsible for building a program intended to generate £1 billion ($1.5 billion) in retail sales in the U.K., receive £85 million ($131 million) of licensing revenue and create 10,000 products from its official licensees. It will drive a commercial operation with the ambition of raising more than £700 million ($1.08 billion) from licensing and sponsorship. The team will be focusing on how licensing will play a vital role not only in generating revenue, but also in raising brand awareness, creating excitement and engaging future generations in sports, activity and the spirit of the Olympic and Paralympic Games.

"The London 2012 retail and licensing programs are now full steam ahead, with some fantastic companies on board producing and retailing London 2012 merchandise," says Wijeratna. "The enthusiasm shown by the industry so far has been incredibly encouraging and we look forward to providing an update and outlining the remaining opportunities at the exhibition."

BLE's Licensing Academy will also play host to other key speakers, including a keynote by Andrew Davenport, the award-winning creator, writer and composer of the children's television phenomenon "In The Night Garden," and co-creator and writer of "Teletubbies;" David Reeder, GreenLight vice president; and Bryan Roberts, global research director of Planet Retail.

All Licensing Academy sessions are free to attend for show visitors who register in advance for their free show entry badge at

www.brandlicensing.eu

. Brand Licensing Europe 2010 will take place from Sept. 28 to 30 at London's Grand Hall, Olympia.