1. Licensing & Retail Strategy
for the European Market
Mega Sports Event
Prepared by H. Diamantidis

2. Licensing Program: Strategic Approach
Objective: Maximize the sales of official licensed merchandise, using the approvedTM licensing assets in the
European Market, in a controlled commercialization and high brand environment.
Brand
Development
Licensing
Contract
Retail
Contract
Selecting
“Partners”
- Style Guides (3-4)
- Mascot in different poses
- Longer term business
relationship vs short term
Product Assortment
- 1st Priority - Key product
categories (apparel and
accessories, plushes, collectables,
bags)
- 2nd Priority (board games, gifts
& homewares, stationary, travel
accessories, books, music,
personal care)
- No exclusivity
- Royalty Rate up to __% FOB
or __% at net retail price
- Minimum Bank Guarantee
- In advance payments
- Minimum Sales per year
- Special privileges for the
Preferred Retailers (Special
Style Guide, in store
promotions, use the “Mascot”
for promotions (costumes))
- Experience
- Integrity
- Extensive sales network
- Support licensing with adv.
- Well supported business plan
- Existing Licensees and Preferred
Retailers, Potential Licensees with
experience in other Sporting
Mega-Events
- BLE ___ & ___
- Fairs (Stationary,Toys,Textile,
Apparel,Travel Industry)
Marketing Support
-Participate in Licensing Fairs, Support in-store promotions and special events, Build Case Studies and Success
Stories, Organise Licensing workshops, Publicity Support Programs (in house support)
- No exclusivity
- Royalty Rate up to __% FOB
- Minimum Bank Guarantee
- In advance payments
- Minimum Sales per year
- Special Discount for The
Official Store
- Minimum __% gross margin
forVenue Stores Games Time

3. Licensing Program: Retail Strategy
DistributionChannel
THE OFFICIAL STORE Full licensing rights
Sporting Goods Industry
Exclusive Ranges & Direct to Retail
In store promotions & events
Catalogue Products
Department / Speciality Store
Exclusive Ranges & Direct to Retail
In store promotions & events
Catalogue ProductsTravel Retailer
Mass Market
Hyper Markets / Super Markets
Direct to Retail (case by case)
In store promotions & events
Catalogue Products
Other Channels Catalogue Products / E-Shops
1 per market
eg. Intersport, UK Sport Direct
1 per market e.g. Marks & Spenser, C&A,
ZARA, H&M, Durfy, Nuance,World
Duty Free, atu (Turkey), NEXT (UK),
MAXI Stores, Metro Group, Sephora
1 per market e.g. Carrefour, Group Adeo
(France), Lidl (Schwarz Group)
Apparel, Plushes, Pins, Key rings, Collectables,
Stationary, Backpacks etc.
PreferredRetailer
Program
Mega
Sport
Event
Mega
Sport
Event
Mega
Sport
Event
Mega
Sport
Event
Mega
Sport
Event
Mega
Sport
Event
Mega
Sport
Event
Mega
Sport
Event

4. Licensing Program: Key Territories
1st priority
2nd priority
France, Germany, Italy, Spain, UK
Austria, Belgium, Croatia, Denmark, Finland, Poland,
Portugal, Serbia, Switzerland,Turkey

5. Licensing Program: Financial Potential
Key Program Statistics ____ - ____ | Europe Region
Total Forecasted Retail Turnover € ___ million (__% of the whole program)
Guaranteed Licensing Revenues € ___ million (__% 1 year before the Games)
Royalty Rates Licensing - wholesale __ %
Royalty Rates Licensing - retail __ %
Product Categories about __
Licensees G-1 about __
Preferred Retailers about 8
Mass Market about 3
Other Channels about 2
Note: Forecasted retail turnover needs to be recalculated taking into account: i) past sales records, per
point of sales, per month, seasonality, total sq. allocated and product assortment ii) experience and
data of staging the world’s biggest sporting event.
Mega
Sport
Event

6. Licensing Program:Timeline & Critical Issues
Q-4
Mega
Sports
Event
Q3 or Q4
mascot unveiling,
official poster
official slogan
Q-1
BLE
Licensing Expo
Nuremberg Toy Far
Preferred Retailer
Program Launched
mascot on sales
Program fully
operated
Q4 - Launch
Licensing
Program
Critical Issues - Style Guides on time (extent sales period) and market driven
- Avoid overlapping product categories - minimize conflicts
- In-house graphic designer for product & POS design
- Tight control over 3rd party factories – minimize counterfeit products
- Support co-operation between licensees and sponsors for the premiums (give away promotional items)
- In store promotional events vital for supporting sales
- Co-operate with top key retailers and other license stakeholders to avoid market oversaturation
- Always work for a win-win solution
- All must share the same passion for success of the program
in store
promotional
activities
Q-0Q-2Q-3

7. I look forward to being part
of your team.
Thank you.
Harris Diamantidis