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  • IOC to discuss new global licensing strategy at BLE
  • Roland-Garros, NBA & the International Basketball Federation (FIBA) confirmed
  • Biggest sports presence ever at BLE 2018 with 9 new exhibitors

13 August 2018 - The IOC will deliver one of two unmissable keynote addresses at this year’s Brand Licensing Europe (BLE), which takes place at Olympia London from 9-11 October.

Titled ‘The Olympic global licensing strategy – the IOC new approach to licensing’, the IOC’s VP Commercial Integration Elisabeth Allaman will take to The Licensing Academy stage at 12pm on Wednesday 10 October to talk about how the IOC’s new licensing strategy has been developed with the mission to create a tangible connection to the Olympic Games and Olympism, through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill.

Historically, licensing within the Olympic movement has been mainly managed by the organising committees of the Olympic Games in the host countries, only. The aim of the new strategy is to strengthen and promote the Olympic brand, not only during the Olympic Games, but between Games, and to engage consumers all around the world. The session will present the IOC licensing strategy and the three core licensing programmes, which are aimed at specific target groups.

Following shortly after at 14:30 in the Brands & Lifestyle Theatre, representatives from world-leading sports organisations including Roland-Garros will join chair and LIMA UK MD Kelvyn Gardner for a panel discussion about opportunities in sport licensing. Alongside this, the NBA and the International Basketball Federation will also join for a session on the opportunities in basketball licensing following its increased popularity in Europe.

Elsewhere on the show floor, BLE is presenting its biggest ever line up of sports licensors. Exhibitors include Admiral Sportswear, Dorna Sports, FC Barcelona, Roland-Garros, International Basketball Federation, NBA, Juventus Football Club, Manchester City FC, Tour de France, Dakar, Paris Saint-Germain, Arsenal FC, UEFA Euro 2020, French Football Federation, Royal Dutch Football Association, the FA, Benfica, Real Madrid, FIFA, 4Play, Forever Collectibles and the Rugby World Cup.

Of those, 4Play, FC Barcelona, Roland-Garros, International Basketball Federation, Sport Lisboa e Benfica, Forever Collectibles, French Football Federation, Royal Dutch Football Association and the FA are all new to BLE for 2018.

“When it comes to the world of sport, you don’t get much bigger than the IOC. To have them present one of our 2018 Licensing Academy keynotes is a huge coup of BLE and one that we know will thrill and inspire all our visitors,” said BLE brand director Anna Knight.  

BLE takes place at Olympia London, 9-11 October 2018, and visitors can register to attend at


For media information:
Charlie Le Rougetel at BIGTOP, 07736 330676,

Editor notes:
BLE is the definitive event for the licensing industry in Europe, taking place 9-11 October 2018 at Olympia London. Over 7,500 retailers, licensees and marketers are expected to attend, over one third of whom will travel to London from overseas.

Registration is open now at

About Brand Licensing Europe
Part of UBM’s Global Licensing Group, Brand Licensing Europe 2018 ( takes place from 9-11 October 2018 at Olympia London. It is the only pan-European event dedicated to licensing and brand extension. Now in its 20th year, BLE 2018 will feature over 280 exhibitors showcasing over 2,500 brands, characters and images. A free educational programme runs alongside the show featuring advice and sector-specific sessions, workshops and panel discussions along with keynotes from industry trailblazers.

Brand Licensing Europe is organised by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organiser in the world. To learn more and for the latest news and information, visit and It is sponsored by the international Licensing Industry Merchandisers' Association (LIMA). License Global is the official publication.

Celebrating 20 years of BLE
Brand Licensing launched in 1999 as a small hotel-based event, before moving to London’s Business Design Centre and then Olympia; it is now a well-established date on the licensing industry calendar attracting key industry players from all over Europe. The show was re-branded as Brand Licensing Europe in 2007 to reflect the international nature of its exhibitors, properties and visitors.

About Global Licensing Group
The Global Licensing Group at UBM is the global licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide opportunities around the world to bring brands and products together to explore and cement licensing partnerships. The following events and information products are produced for the licensing industry by the Global Licensing Group: Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo China, NYC Summit, License Global magazine, License Global Daily E-news and License TV.

Brand Licensing Europe is organised by UBM plc.  UBM is the largest pure-play B2B Events organiser in the world. Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed.  Please visit for the latest news and information about UBM.