Industry Companies Step Up For The 2016 Olympic Games
The 2016 Summer Olympics begin this weekend in Rio de Janeiro, kicking off two weeks of international competition and capturing the world’s attention. Alongside the sports, the athletes and the spectacle will be millions of products emblazoned with the Olympic rings and sponsor logos, and many of those items will be provided by industry distributors Bensussen Deutsch & Associates (BDA) (UPIC: BENS0002) and Staples Promotional Products (UPIC: AMER0016).
BDA and Staples are the U.S. Olympic Committee’s (USOC) designated providers of co-branded merchandise. The USOC’s sponsors turn to them for the clothing, hats, bags and other items their employees, clients and customers use to mark their involvement in the games. BDA and Staples source, design and develop products, and manage their logistics and distribution, among other responsibilities. USOC rules prohibit athletes from wearing the products while at the Olympics, but they can be used in sponsors’ promotional work.
Staples Director for Sponsor Activation Donna Armstrong told Bloomberg, “Our mission isn’t to say that we’re doing it, our mission is to support our partners.”
The 2016 games is neither company’s first involvement with the Olympics. Staples has a 28-year history with the USOC, and last October BDA extended its merchandise contract with the USOC through the upcoming 2018 Olympic and Paralympic Winter Games in PyeongChang, South Korea, and the 2020 Olympic and Paralympic Games in Tokyo.
At the time of the contract extension, BDA CEO Jay Deutsch said, “It is an honor to be recognized as the official premium licensee of the USOC, as there is tremendous pride associated with impacting such an important organization on a global stage. We will continue our focus of raising the bar on merchandise creativity, strategy and execution to deliver measurable value to the USOC.”