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!

Latest

Thanksgiving holiday weekend
Thanksgiving Holiday Weekend Proved the Omnichannel Customer Has Fully Matured
December 2, 2022

Now widely reported, last weekend’s Black Friday and Cyber Monday sales were record-breaking on all accounts. Nearly 200 million customers hit physical retail stores over the Thanksgiving holiday weekend according to NRF, a feat all of its own and a validation of the brick & mortar store in an age of omnichannel sales strategy. […]

Read More
travel and hospitality
Consumers Seek More Value from Travel and Hospitality
December 2, 2022

A recent report from PwC suggests that revenue for hotels will continue to go up over the coming months. This is great news for hoteliers who survived the 2020 pandemic and are looking to recoup costs. What’s more, studies also suggest that customers are happy to pay for these increased prices, even at inflated rates. […]

Read More
Colorado healthcare incentives
Are Colorado’s Crafty Healthcare Incentives an Effective Strategy to Lower State Care Costs?
December 2, 2022

Colorado has some of the most expensive healthcare in the U.S., which already spends more than any other country on administering healthcare. Some studies place it in the top half of most expensive states for care in the U.S., while others place it in the top 10. In 2018, for example, Colorado’s average price per […]

Read More