What Drives the Consumer Products Business Behind the Olympics

Designed for retail leaders and lovers alike, Retail Refined explores the in-store technology of the future, challenges the industry’s preconceived notions, and brings together retail’s biggest names to understand the brand strategies that will define the next decade in retail.

 

With the highly anticipated Tokyo Olympics and Tokyo Paralympics just around the corner, excitement for the Games has been building. Behind the scenes, the U.S. Olympic & Paralympic Properties (USOPP) team has also been hard at work, establishing new partnerships, and finding innovative ways to support its sponsors and licensees, and, ultimately, the athletes who bring the Games to life.

“Our athletes are amazing and truly in it for the love of the sport. They’re ambassadors for us as much as athletes on the world stage” -Peter Zeytoonjian

Melissa Gonzalez, Host of Retail Refined, was joined by Peter Zeytoonjian, Senior Vice President of Commerce and Events, for the USOPP, a veteran consumer marketing executive known for developing global commercial business strategies, to talk about the Games and the opportunities ahead. In 2018, Zeytoonjian was tasked with developing a ten-year consumer products business that will support and enhance Team USA—which is comprised of athletes who compete at the Olympic and Paralympic Games, among others—and LA28. “Our athletes are amazing and truly in it for the love of the sport. They’re ambassadors for us as much as athletes on the world stage,” he said.

The USOPP offers Team USA product lines to a wide variety of major retailers, from Macy’s and Old Navy, to Target, creating a level of exclusivity specific to those channels. For the Tokyo Games, USOPP formed a unique partnership with Sanrio, known for its Hello Kitty line. And it signed a deal with NBCUniversal, too. “Everyone is looking for something different. How do we bring different product lines, a different aesthetic, that still ties to a brand, but gives everyone a niche product, something unique in market share?” he said.  It’s a challenge that Zeytoonjian welcomes. The LA28 products, for example, will take hold in LA commercially before going national. “We’re different from other sports properties, different from other Olympics associations or committees,” he explained. “Every dollar we raise goes back to the team. When you put something on that’s Team USA, you’re supporting a national athlete.”

Listen to Previous Episodes of Retail Refined Right Here!

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

intelligent audio systems
Redefining Security: The Critical Role of Voice in Intelligent Audio Systems
April 1, 2025

In the world of security technology, vision has long taken precedence—cameras, analytics, and access control have dominated the conversation. But what if we’ve been underestimating our oldest, most human sense of communication: voice? The rise of intelligent audio in security systems marks a turning point in how we protect spaces and people, shifting from passive…

Read More
How PSA is Empowering Integrators to Navigate AI, Mobile Credentials, and Modern Business Challenges?
April 1, 2025

As the security integration industry contends with rapid technological advancement and increasing business complexity, many integrators are looking for the tools, training, and guidance to keep pace. At the center of this evolution is AI—transforming not just the products integrators deploy but also the way they operate their businesses. Meanwhile, the shift to mobile credentials…

Read More
facial recognition
Biometrics Beyond Security: A New Era for Facial Recognition
April 1, 2025

Facial recognition technology has long hovered on the fringe of mainstream adoption—promising futuristic solutions but often shackled by high costs, limited applications, and public skepticism. In 2024, however, a pivotal shift is underway. Thanks to advances in edge devices, reduced price points, and changing attitudes toward digital identity, biometric authentication—particularly facial recognition—is now finding a…

Read More
SIA RISE Community
How SIA RISE is Shaping the Industry Through Community and Intentional Growth?
April 1, 2025

The security industry is experiencing a quiet revolution—one led not by technology alone, but by a new wave of passionate young professionals. As legacy systems give way to modern, cloud-based platforms and mobile-first solutions, the need for fresh perspectives, diverse skill sets, and energized leadership is more pressing than ever. One organization at the forefront…

Read More