Rio 2016 Olympics Promotional Merch: Wearables Are In
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Keeping with the theme of capturing the essence of Rio de Janeiro, 90 to 95 percent of merchandise will be targeted at the Brazilian market. Licensing will contribute approximately $70 million, which is less than half of Beijing in 2008 just over half of London's licensing sum of $130 million.
Multini added that 37 of the 50 licensing deals that are either closed or in progress are with 100 percent Brazilian companies, while seven more companies will source their products from both Brazil and elsewhere.
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- Rio de Janeiro
E
Brendan Menapace
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Brendan Menapace is the content director for Promo+Promo Marketing.
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