The organizing committee of the Glasgow 2014 Commonwealth Games has appointed Venue Retail (the company that organized the in-venue merchandise program for the 2012 London Olympics) as the event’s master licensee.
Held every four years, the Commonwealth Games is a multi-sport event involving teams of athletes from the 54 Commonwealth of Nations, which include Australia, India, Canada, Jamaica, Kenya, New Zealand, Pakistan, Uganda and the U.K.
Venue Retail will oversee all aspects of merchandising the event including product sourcing, granting of sub-licenses, providing and running shops at venues, live site kiosks, sales at local retail outlets and online sales. For Glasgow 2014, the company will bring together a full range of games products, as well as grant licenses to other third-party merchandise suppliers. The full range will feature more than 1,500 items, with an initial range available prior to Christmas and the full range set to launch in 2013.
“Being involved in the success of the London 2012 Olympic merchandise operation makes Venue Retail a perfect match for Glasgow 2014,” says Ty Speer, deputy chief executive, Glasgow 2014. “They have an abundance of expertise within their organization from brand licensing to product development and sports venue retailing.”
Glasgow 2014, the 20th Commonwealth Games will be held from July 23, 2014 to Aug. 3, 2014 in Scotland.