Titled “The Olympic Global Licensing Strategy–The IOC’s new Approach to Licensing,” Elisabeth Allaman, vice president, commercial integration, IOC, will take to The Licensing Academy stage at 12 p.m. on Wednesday, Oct. 10, 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 programs that are aligned with the Olympic image and that enhance brand value and goodwill. Historically, licensing within the Olympic movement had been mainly managed by the organizing 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 also between Games, and to engage consumers all around the world. The session will present the IOC licensing strategy and the three core licensing programs, which are aimed at specific target groups.

Following shortly after at 2:30 p.m. in the Brands & Lifestyle Theatre, representatives from world-leading sports organizations including Roland-Garros will join Kelvyn Gardner, chair and managing director, LIMA UK, for a panel discussion about opportunities in sports licensing. In addition, the NBA and the International Basketball Federation will also join for a session on the opportunities in basketball licensing following the sport’s increased popularity in Europe. Elsewhere on the show floor, BLE is presenting its biggest-ever lineup 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 in 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,” says Anna Knight, brand director, BLE. BLE is slated to take place at Olympia London, Oct. 9-11. Visitors can register to attend at BrandLicensingEurope.com