Levy Merchandising, the retail arm of the globally recognised Levy brand, has been appointed as the Official Ecommerce Licensee for Team GB’s online store in a landmark multi-year agreement.
The partnership represents a major step forward in enhancing the digital retail experience for fans, reinforcing Levy’s growing role in shaping sports merchandising. The company was established with a focus on delivering fan-first retail strategies, and this appointment allows it to build deeper connections between supporters and the athletes who represent Britain on the world stage.
Expanding Ahead of Milano Cortina 2026
The new-look ecommerce store is already in transition, with a clear roadmap to expand product offerings ahead of the Olympic Winter Games Milano Cortina 2026. Fans can expect a more diverse range of merchandise designed to celebrate both the athletes and the wider spirit of the Olympic movement.
Vinny Clark, CEO of Levy Merchandising, described the appointment as a defining moment:
“To be named the Official Ecommerce Licensee for the British Olympic Association is a profound honour. Our commitment to fair play and creating inclusive experiences aligns perfectly with Team GB’s values. We’re not just selling merchandise — we’re creating opportunities for fans to feel connected to the athletes who inspire them.”
Tim Ellerton, Chief Commercial Officer at the British Olympic Association, echoed this vision, noting the growing importance of fan engagement:
“Elevating our offering to fans across our channels and bringing them closer to the magic of the Olympic Games is a real focus for us. The online store is central to that mission, and Levy Merchandising will be an important partner on the journey to Milano Cortina 2026 and Los Angeles 2028.”
Why This Move Matters?
From a sports business perspective, this partnership underscores how digital commerce is becoming central to fan engagement strategies. Traditional merchandising is no longer about point-of-sale transactions at live events; instead, it is about creating always-on ecosystems where fans can engage with their team or nation year-round.
For Team GB, the alignment with Levy delivers three key advantages:
- Fan-Centric Growth – A broader, more tailored merchandise range allows fans to express support in new ways, making the Olympic brand more accessible.
- Global Reach – An upgraded ecommerce platform ensures that Team GB’s fan base, both in the UK and worldwide, can connect with athletes beyond the Games themselves.
- Commercial Sustainability – As media rights and sponsorships dominate Olympic revenue, ecommerce diversification provides a sustainable secondary stream that strengthens brand independence.
This case highlights a wider industry trend: merchandising is shifting from being a transactional channel to a cultural bridge between athletes, fans, and sponsors. The brands that invest early in experience-led ecommerce will set the standard for how sports communities build value around identity, pride, and participation.
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IMAGE: Levy UK
