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Sydney 2000 Olympic Games Marketing Programmes |
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Operations and marketing activity were managed by the Sydney Organising Committee for the Olympic Games (SOCOG).
Marketing plan: ratified at the 104th IOC Session in Budapest (1995).
A joint marketing agreement was signed between the Australian Olympic Committee (AOC) and SOCOG.
Marketing Programme Launched: 10 November 1995.
Sydney Olympic Marketing Programme
The Sydney Olympic marketing programme is the most successful programme to date.
Licensing
SOCOG licensees produced a full range of apparel, collectibles, and other merchandise related to the Sydney 2000 Olympic Games. Because of SOCOG programme's initial success in local markets, the IOC and SOCOG extended the programme to international markets, making official Sydney 2000 Olympic Games products available in more than 100 countries.
The Sydney 2000 Olympic Games licensing programme gave manufacturers and retailers access to a retail market with an estimated turnover of more than US$1,000 million.
Made in Australia
SOCOG endeavoured to support Australian companies and Australian-made products.
The Olympic Store
The Olympic Store was a unique feature of the SOCOG programme. Several Olympic Stores, which sold the Sydney 2000 merchandise range, were opened in major cities and airports throughout Australia. The Olympic Store offered authentic momentos, rare collectibles, unusual gifts and fashion articles.
The Olympic Store Direct was the official catalogue of the Sydney 2000 Olympic Games. Each edition contained official, exclusive, and limited-edition merchandise. The Olympic Store On-Line made the entire range of Sydney 2000 Olympic Games merchandise available on the Internet.
Sydney 2000 Licensees
Sydney 2000 Olympic Games merchandise were available in retail channels since 1997. SOCOG had more than 100 licensees covering 3,000 products, sold across 2,000 retail outlets throughout Australia. SOCOG approved all retail outlets stocking Games merchandise based on guidelines to ensure that the quality of the brand was upheld in the market.
Marketing rights for the Sydney
2000 Olympic Games ceased in December 2000, following which Sydney 2000 merchandise
would no longer be produced.
| Official Sydney 2000 Licensees | Merchandise Category |
| Acme Merchandising | T-shirts, caps, sweaters and bandannas |
| Akubra Hats | Felt Akubra, straw hats |
| Ann Middleton | High-end jewelry |
| Ashdene Manufacturing | Cork backed coasters & placemats |
| Auto Fashions Australia | Car accessories |
| Benson House | Pins |
| Bizwear | Casual & business shirts |
| Bonds Australia | Infantswear, underwear, T-shirts, polo shirts |
| Bonlac Foods | Bodalla Olympic Mascot Cheese Shapes |
| CA Australia | Australian Made Plush |
| Cadbury Schweppes Pty Ltd | Confectionery |
| Canning Vale Weaving Mills | Towelling & bath robes |
| Canterbury International | Rugby jumpers |
| Cash's-Aminco | Pins |
| Clifton Umbrellas | Umbrellas |
| Coogi Australia | Australian made knitwear |
| Corban & Blair | Designer stationary |
| Crystal Craft | Ceramic mugs, drinking glassware |
| Cutting Edge Corporation | Bomber jackets |
| Davenport Industries | Ties, underwear, socks |
| Decor Corporation | Plasticware, lunch boxes, drink bottles, lunch coolers, sports bottle |
| Dorling Kindersley Publishing | Publications |
| Driza-Bone | Jackets & knitwear |
| Dunlop Sport | Golf products, tennis products |
| Gainsborough | Bed sheeting |
| George Industries | Souvenir number plates |
| Gillette Australia | Pens & writing instruments |
| Global Trading Services | Footwear |
| Globalworks | Music publishing |
| Gold Corporation | Coin & medallion jewelry |
| Hale Australia | Placemats & coasters |
| Hoglund Art Glass | Glassware |
| Hunter Leisure | 3D figurines, photo albums, photo frames, gift boxes, inflatable Mascots |
| Hurrica Trading | Drinking glassware |
| Illustrated Sports Clothing | T-shirts, caps, sweaters, denim shirts |
| The Ink Group | Cards, calendars, posters & diaries |
| Jockey Australia | Socks |
| Jurlique Australia | Scented personal care, oil burners, essential oils |
| Keith Gamble | Handkerchiefs |
| Ken Duncan Australia Wide | Pictorial publications & limited edition prints |
| Klikkers Leatherware | Jackets |
| Lamphil | Resin pins |
| Line 7 Australia | Nautical & resort wear |
| Linen House | Kitchen accessories |
| Lush Creations | Clay & ceramics |
| MacDonald Imports | Children's melamine dinnerware products |
| Malvern Star | Bikes |
| Mattel Inc. | Plush, Barbie, Matchbox, Fisher Price |
| Nike Australia | Sports performance apparel |
| Opal Pacific | Opal jewelry |
| Paragold Distributors | Leather & non-leather goods |
| Penguin Australia | Maps |
| Perfection Souvenirs | Spoons, key rings, magnets |
| Ramler Furniture | Recyclable cardboard products |
| Rosebank Products | Bicycle helmets |
| The Rose Company | The Olympic Rose |
| RM Williams | Boots & apparel |
| Royal Selangor | Pewter products |
| Seafolly Australia | Lifestyle swimwear |
| Shelta Australia | Umbrellas |
| Speedo Australia | Swimwear & swim equipment |
| Swatch Group | Watches |
| Sydney 2000 Olympic Coin Programme | Coins |
| Talentworks | Music publishing |
| Telstra Corporation | Phone cards |
| Trofe Australia | Pins |
| Uncle Tobys Company | Sydney 2000 Mascot Fruit Rollups |
| Universal Music | Music publishing |
| URI International | Photo frames, photo albums |
| Waterford Wedgwood | High end collectibles |
| Warner Music Australia | Music publishing |
| Warner Vision Australia | Olympic Video Programme |
| Zodiac | Inflatable children's products |
Sponsorship
Team Millennium Olympic Partners (TMOP)
This premium level of sponsorship included 24 companies: the TOP sponsors, which had worldwide Olympic marketing rights, and domestic Olympic Games sponsors, which had Olympic marketing rights within Australia only. TMOP formed the most exclusive level of sponsorship available.
TOP Partners with global Olympic marketing rights:
| Company | Product Category |
| Coca-Cola | Non-Alcoholic Beverages |
| IBM | Information Technology |
| John Hancock | Life Insurance/Annuities |
| Kodak | Film/Photographics & Imaging |
| McDonald's | Retail Food Services |
| Panasonic | Audio/TV/Video Equipment |
| Samsung | Wireless Communications Equipment |
| Sports Illustrated/Time | Periodicals/Newspapers/Magazines |
| UPS | Express Mail/Package Delivery Service |
| Visa | Consumer Payment Systems |
| Xerox | Document Publishing & Supplies |
Domestic partners with Olympic marketing rights in Australia:
| Company | Product Category |
| Telstra | Telecommunication Services |
| Westpac Banking Corporation | Banking Services |
| BHP | Steel Products |
| Westfield | Shopping Centres |
| AMP | Insurance |
| Ansett Australia & the Official Airline Team | Airline |
| Energy Australia | Energy Management |
| Swatch | Timing & Time pieces |
| News Ltd. | Media |
| Fairfax | Media |
| Seven Network | Broadcast |
| Holden | Automobiles |
| Pacific Dunlop | Cables, Bedding, Casual Uniforms, Vehicle Batteries, and Tires |
Sydney 2000 Supporters
| Adecco-Lyncroft | Staffing, Services |
| Arthur Andersen | Financial, Taxation and Business Consulting |
| Bonds | Casual Uniform Outfitting |
| Bonlac Foods Limited | Dairy |
| Boral Limited | Building Products |
| Carlton & United Breweries | Beer |
| Dunlop and Goodyear Tyres | Automotive Vehicle Tyres |
| Goodman Fielder Limited | Breakfast Cereals, Nutritious Snacks, Bread, Pasta, Poultry, Oils, and Dressings |
| Nike | Outfitting, Australian Team Competition Wear |
| Olex Cables | Cables |
| Perth Mint | Coin Collectibles |
| Radio 2UE & Affiliates | Radio Network |
| Royal Australian Mint | Coin Collectibles |
| Shell | Fuel, Oils |
| Streets Ice Cream | Ice Cream |
| TAFE NSW | Training |
| Traveland (travel agency) | Retail Travel Agent |
| Tyco | Fire Protection Products and Electronic Security Systems |
Sydney 2000 Providers
| Avis Australia | Rental Vehicles |
| Berkerly Challenge Housekeeping Services | Housekeeping Services |
| Buspak | Bus Advertising |
| Cadbury | Confectionery inc. chocolate, sugar sweets and jellies |
| Citysearch.com.au | Official online city guide of www.olympics.com |
| Cleanevent | Cleaning Management Services |
| Clipsal | Electrical accessories and building automation |
| Crown Equipment | Material Handling Equipment |
| Diamond Press | Web Offset Printer |
| Frazer-Nash | Golf Carts |
| Garrett Metal Detectors | Metal Detectors |
| GE Medical Australia | Radiology Equipment |
| Generale Location | Temporary structure excluding relocatable building and temporary seating |
| George Weston Foods | Biscuits, Cakes, Small goods |
| Great White Shark Enterprises | Services |
| Halas Dental Limited | Dental Services |
| Hamilton Laboratories | Sunscreen |
| Harley-Davidson | Motorcycles |
| Hyro.com | IPIX Technology |
| Lifeminders.com | Electronic newsletters to olympics.com |
| Southcorp Wines | Lindemans Wine |
| Linfox | Integrated Logistics Services |
| Looksmart | Search Engine & Directory Provider of www.olympics |
| Mistral | Small electrical appliances and heating |
| Pacific Waste Management | Solid Waste Collection Services |
| Ramler Furniture | Furniture |
| Rogen Australia | Communication Skills Services |
| Saunders Design | Retail Advice |
| Schenker Australia | Official Provider of Freight Forwarding |
| Showpower | Temporary High Voltage Air Conditioning |
| Sonic Healthcare | Pathology Services |
| Speedo Australia | Swimwear |
| Surveyor-General¦s Department of NSW | Map and Geographic Information |
| Val Morgan Cinema Advertising | Cinema Advertising |
| Visy | Packaging and recycling Services |
| Waste Services NSW | Waste Management Services |
| Woolcott Research | Research Services |
| Woolmark | Wool |
Sydney 2000 Sports Providers
| A.S.F. Horner | Basketball Surfaces |
| Acromat | Gymnastic Equipment |
| Adidas Korea | Taekwondo Equipment |
| Anti Wave International | Aquatic & Water Polo Equipment |
| Backstrand | Wrestling Mats |
| Berlei | Sports Bras & Sports Briefs |
| Charles Stuart University | Equine Services |
| Dunlop Sport | Tennis Balls |
| Eurotramp Trampoline | Trampolines |
| Gerflor-Taraflex | Indoor Floor Services |
| Joola Tischtennis | Table Tennis Equipment |
| Kookaburra Sport | Hockey Balls |
| Mavic SA | Cycling Equipment |
| MIKASA | Volleyball & Water Polo Balls |
| Mizuno Corporation | Baseball / Softball / Judo Equipment |
| Molten | Basketballs |
| Mondo Pacific | Athletic Track |
| Schelde International | Basketball backboards & Handball goals & nets |
| Senoh Corporation | Volleyball Equipment |
| Technogym | Strength & Cardiovascular Equipment |
| Top Ten | Boxing Equipment |
| Tuza Floats | Horse floats & Horse ambulances |
| UCS Spirit | Track and Field Equipment |
| Yonex | Badminton Equipment |
Source: The Olympic Marketing Fact File, International Olympic Committee
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