September, 2001

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.


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


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 Official online city guide of
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 IPIX Technology Electronic newsletters to
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 | Web Directory | About TDC

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