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Going For The Gold

Small businesses really can profit from the Olympics.

This story appears in the July 1996 issue of Entrepreneur. Subscribe »

The Olympic experience of the product licensees who sell the Games is much like that of the athletes who compete in them: For the select few who qualify for the world's greatest sporting event, it is an opportunity to reap golden rewards from the unparalleled exposure unleashed by a medal-winning performance.

Gross revenues from merchandising this summer's Centennial Olympic Games in Atlanta, for instance, is expected to exceed $1 billion-more than twice the total licensing revenues for the 1984 Los Angeles and 1992 Barcelona Summer Olympic Games combined. And those numbers don't include the sales raked in by companies that launch themselves to a new level as a result of participating in the Games.

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