in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: SPORTS >>>LONDON 2012 OLYMPIC GAMES 1


Brand Owner: LOCOG


Do you remember where you were on Super Saturday? How about when Usain Bolt stormed to victory in the 100m and 200m? Or when Sir Chris Hoy claimed his sixth gold medal? Or for the spectacular opening ceremony? Chances are you were either at one of the amazing venues or glued to the TV, because the London 2012 Olympic Games was THE event of last summer – and therefore a shoo-in for number one spot in the sports category.


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“[The Olympics] captured the country’s enthusiasm and achieved worldwide recognition for the UK,” offered one judge. “Probably the most captivating event in my life to date, the buzz was amazing and it touched everyone in the UK in some way,” said another. Licensees from key categories reaped


the rewards from the buoyant public mood, too – with small collectables and the plush mascots, Wenlock and Mandeville, doing particularly well.


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