IOC chooses Manchester retail group to launch the Olympic Shop

Olympic Games

For the first time ever, fans will have access to Olympic-branded merchandise from past, present and future Olympic and Paralympic Games on a single, unified online store, in collaboration with a Manchester-based retail group.

The launch of the Olympic Shop comes as Paris 2024 marks its 1,000-day countdown to the opening of the next Olympic Summer Games.

The International Olympic Committee (IOC) today (October 28) announced the launch of a unified online Olympic shop developed with global merchandise business Fanatics.

Through the Olympic Shop, fans will be able to purchase official Olympic and Paralympic Games merchandise produced by licensees and suppliers appointed by the IOC and the Organising Committees of the upcoming Games editions, Paris 2024, Milano Cortina 2026 and LA28.

Timo Lumme, IOC television & marketing services managing director, said:“This is an exciting launch for us, as fans from an increasing number of territories will be able to purchase official Olympic merchandising and connect with the magic of the Olympic Games ahead of each edition.

“We are looking forward to collaborating on this new shop with the Organising Committees of Paris 2024, Milano Cortina 2026 and LA28 to engage with a broader fanbase and offer collectibles and goods that convey the values of the Olympic Movement, in line with the IOC Global Licensing Strategy.”

President of business affairs at Fanatics, Gary Gertzog, said: “We are delighted that the IOC has selected Fanatics to open and operate the new eCommerce Olympic Shop.

“The Olympics is a sporting event loved by millions of fans across the world and as a global leader in licensed sports merchandise, Fanatics is best placed to serve its fans wherever they are based.

“Olympic fans will now have access to the widest assortment of Olympic-branded merchandise ever created and Fanatics’ innovative cloud commerce technology platform will ensure that they have a seamless experience whenever they choose to shop online for their merchandise.”

The Olympic Shop will offer the largest assortment of Olympic-branded merchandise to date, distributed through Fanatics’ vertical, on demand manufacturing model and globally connected supply chain, as part of three Olympic core licensing collections:

  • The Olympic and Paralympic Games Collection celebrates each upcoming Olympic and Paralympic Games, and includes branded products such as accessories, fan gear and apparel. Products from Paris 2024 are available from today, with Milano Cortina 2026 and LA28 collections coming soon.
  • The Olympic Heritage Collection offers products featuring art and design elements from previous Games editions, such as apparel, mascots and souvenirs, connecting fans and connoisseurs with the rich heritage of past Olympic Games.
  • Finally, the Olympic Collection targets a young and active audience through unique branded products exclusively available online and at The Olympic Museum Shop in Lausanne, Switzerland, such as toys and games, bags, stationary items and sports equipment.

The different collections are currently available in the United States, Mexico and Europe, including France, the United Kingdom and Switzerland, and will expand further by summer 2022, with exclusive product launches along the way. The Olympic Shop complements the Olympic store on Tmall, developed in collaboration with Worldwide Olympic and Paralympic Partner Alibaba and which remains the official platform for Chinese fans to purchase official Olympic and Paralympic products.

Worldwide Olympic and Paralympic Partner, Visa, is the official payment system for the Olympic Games and the Official Way To Pay on the Olympic Shop.

Edouard Bardon, licensing managing director at Paris 2024, said: “The Official Olympic Shop is a new and unique way to share the dynamism of the Games with as many people as possible, starting from today, 1,000 days before the opening ceremony of the Paris 2024 Games.

“Over the next three years, Paris 2024 will unveil more than 10,000 licensed products accessible to everyone. The first products are already available on the online shop, and we will gradually offer new products as we go along in order to satisfy all desires and all audiences until 2024.”

In the future, limited edition collections from Olympic and Paralympic teams will be available to provide fans with the opportunity to support and celebrate the Olympic and Paralympic athletes participating in upcoming Games.

Fanatics’ international HQ is in Manchester and the company partners with the likes of Manchester United, Everton and more than 300 of the biggest sporting clubs and organisations in the world.