The British Olympic Association has appointed IMG Licensing, a division of IMG Worldwide, to create a comprehensive licensing program for its Team GB brand.

IMG is now planning a full range of Team GB products and apparel, set to begin hitting shelves this fall.

“We are honored and privileged to work with the BOA and represent Team GB as a unique brand in British sport,” says Simon Gresswell, vice president of licensing, Europe, IMG. “We believe the brand and the ongoing achievements of Team GB offer exciting opportunities for creative thinking and innovative approaches to product development and retail activation, built around marketing calendars that stretch beyond the Games’ build-up and event periods.” 

Demand for licensed Team GB merchandise reached an all-time high in 2012, during the London Olympics, with more than 10,000 Team GB and ParalympicGB items available across Great Britain.

“Driven by the success of Team GB at London 2012, interest and support for the Team GB brand has never been greater,” says Leah Walsh, marketing manager, BOA.

“Post-Games research indicated that awareness of the Team GB brand throughout the U.K. was at a 99 percent level, which illustrates the strength of the Team GB brand and its potential for the future.”