Sochi 2014 Sign Licensing Deal with X5 Retail Group

By Community | January 22, 2013

The Sochi 2014 Organizing Committee has revealed a licensing agreement with the X5 Retail Group, thumb a major player in the Russian grocery market.

The agreement was signed by the President of the Sochi 2014 Organizing Committee, Dmitry Chernyshenko, and the Director of Corporate Affairs of X5 Retail Group, Mikhail Susov.

Under the agreement X5 will become an official Sochi 2014 Organizing Committee retail sales operator. The sales of the Sochi 2014 licensed merchandise will be organized in 45 Russian regions in 3500 shops of its stores – Pyaterochka, Perekrestok and Karusel. In the coming year X5 expects to sell about several million units of Sochi 2014 licensed merchandise.

Thanks to this deal, Olympic retail sales volume for the Games of 2014 is expected to reach an all-time record for the history of the Winter Games with the total number of official Sochi 2014 retail stores growing to 4,300.

The President of the Sochi 2014 Organizing Committee, Dmitry Chernyshenko, commented:”Sochi 2014 Olympic retail sales volume will rise to a new level thanks to cooperation with one of the largest Russian retailchain.

“We are transitioning to the more convenient retail sales format for the customer, when one can buy Sochi 2014 merchandise close to his home. This really is a unique way to promote the Sochi 2014 brand through the popularity and broad coverage of X5 stores so that Sochi 2014 goods will now be very visible.”

The Director of Corporate Affairs of X5 Retail Group N.V., Mikhail Susov, added: “The Games in Sochi is a historic event for our country. We are proud of the fact that the X5 Retail Group, who’s Pyaterochka, Perekrestok and Karusel stores serve around 2 billion shoppers every year will become a part of history and make their contribution to the promotion of healthy lifestyles and the development of mass sports in Russia.

“X5 has always tried to be the best in the retail market, and we are very pleased that the Sochi 2014 Organizing Committee appreciated the opportunities and potential of our retail chains to promote the Sochi 2014 licensed merchandise. X5 Retail Group has extensive experience selling licensed merchandise, and now this list of products will complement the Sochi 2014 lineup, which, I am convinced, will be in high demand among our customers.”