2012 Summer Olympics Case Study


The London 2012 Olympic Organising Committee had a radical vision to transform the merchandise experience for all attendees.


After partnering with Legends International to be the Exclusive In-Venue Retail and Non-Venue Superstore Retail Partner, the work began to create the elevated experience. Planning for the summer’s premiere event, a total number of 34 merchandise venues were created, which included a 40,000 square foot Megastore in Hyde Park – London’s biggest ever pop-up retail unit.


Over the course of 31 days, London 2012 saw record numbers, including over £100,000,000 in overall sales and over 4,000,000 articles of license product sold. 2,500 staff members were brought in for the event, which saw an average transaction time of 67/72 seconds and average transaction value of £56/£64, respective of the Hyde Park and Olympic Park locations. The Minimum royalty guarantee to the Organising Committee was exceeded by over 60% – a new Olympic and Paralympic record, in terms of sales generated and Royalties Paid to London.