Magazine article Marketing

BOA to Launch Team GB in High Street

Magazine article Marketing

BOA to Launch Team GB in High Street

Article excerpt

The British Olympic Association is planning to hire its first ad agency to promote the sale of Team GB branded goods on the high street, as it attempts to benefit from the feelgood factor generated by its success at the Sydney Olympic Games.

The BOA is seeking to work with an agency to develop brand campaigns on a non-payment basis. The move follows the International Olympic Committee's launch of a branded advertising campaign.

The organisation is also looking for a high-street retail partner to sell and market a range of products under the Team GB brand. Currently, only a few lines of merchandise are available to consumers via the BOA web site.

The proposals are part of a wide-ranging review of the BOA's licensing and merchandising strategy, headed by BOA director of marketing Marzena Bogdanowicz and the BOA's marketing consultants, Sports Marketing and Management.

"There is a great opportunity out there to cement the Team GB brand in the minds of the British public," said Bogdanowicz. …

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