Music, fashion and cycling win gold post-Olympics

It's not just the winning athletes who will see the benefits of the Olympics once they are over. DHL's Neil Kuschel pinpoints the three key business sectors set to see long-term benefits from London 2012 too.

by Neil Kuschel
Last Updated: 09 Oct 2013

Jessica Ennis is reported to have secured numerous sponsorship opportunities post-Games. But it's not just the gold medallists that will come out on top after London 2012. Some businesses are profiting from the Olympic goldmine too.


'The Boyle effect' has seen 65 of the musicians featured in the opening ceremony appear in yesterday’s top 200 singles chart. According to music industry trade body BPI, these Olympic crooners have enjoyed a total sales uplift of 185%. The official soundtrack to the opening ceremony, Isles of Wonder has also stormed the charts. It became the fifth biggest compilation seller of that week, although it was only released at midnight as the ceremony drew to a close.

Isles of Wonder isn't just popular here in the UK. It has reached the top spot in the iTunes charts in 11 countries and is currently Top 10 in 42 countries around the world, proving that British music is something that can be enjoyed by global audiences all over the world. 

British fashion and sportswear brands

Team GB clothing sales have ballooned by 115% since the Games began, according to Olympics organisers. It can't hurt that the highly acclaimed British designer Stella McCartney designed the Team GB uniform. And the appetite for Olympics merchandise is likely to stay strong for the forseeable future as inspired Brits decide to hit the gym, go for a run or join a sports club. Adidas reported sales jumped 15% to £2.75bn in the second quarter compared with the year period, helped by strong growth in the US and in China and other emerging markets - showing overseas demands for their products.

The Olympics closing ceremony featured a showcase of British fashion brands including Alexander McQueen, Burberry, Christopher Kane, Jonathan Saunders, Erdem, Paul Smith, Victoria Beckham and Vivienne Westwood - and with 22.9 million viewers recorded worldwide, exposure of this kind is widely touted to increase sales.

Last but not least: cycling

Move over Danny Boyle, the 'Wiggo' effect has seen sales of bicycles, bike accessories, equipment and servicing soar since national hero Bradley Wiggins won his gold medal. Visa reports that there was a 5.1% increase in the amount spent on cycle-related goods during the last week of the Tour de France compared to the same week in 2011, and a 6.4% increase on the previous week. UK consumers spent more than £21.13m in bike stores in the second week of August alone, and small business Chain Reaction, an exporter of cycle parts overseas, has reported success in key international markets as part of the general uplift.

Seen a major sales uplift from the Olympics? Tell us about it by leaving a comment below.


Neil Kuschel is VP of sales at DHL Express UK

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