The International Olympic Committee (IOC) has announced a partnership with global merchandise company, Fanatics, seeing the launch of the first online Olympics shop.

The organisation revealed the Olympic shop will be launched in time for the Paris 2024 Olympic and Paralympic Games with Olympic and Paralympic Games merchandise produced by licensees and suppliers appointed by the IOC and organising committees for upcoming Games.

IOC television and marketing services managing director, Timo Lumme, said the merchandise is set to cover at least the Paris 2024 Olympics, Milano Cortina 2026 Winter Olympics, and LA 2028 Olympics.

“This is an exciting launch for us, as fans from an increasing number of territories will be able to purchase official Olympic merchandising and connect with the magic of the Olympic Games ahead of each edition,” Lumme said.

“We are looking forward to collaborating on this new shop with the Organising Committees of Paris 2024, Milano Cortina 2026 and LA28 to engage with a broader fanbase and offer collectibles and goods that convey the values of the Olympic Movement, in line with the IOC Global Licensing Strategy,” he said.

As part of the announcement, the IOC said three core Olympic licensing collections on the online Olympic shop are currently available in the US, Mexico, and Europe, with the reach to expand further by mid-2022 to all countries excluding China and Russia.

Paris 2024 Organising Committee licensing managing director, Edouard Bardon, said: “The Official Olympic Shop is a new and unique way to share the dynamism of the Games with as many people as possible, starting from today, 1,000 days before the Opening Ceremony of the Paris 2024 Games.”

“Over the next three years, Paris 2024 will unveil more than 10,000 licensed products accessible to everyone.

“The first products are already available on the online shop, and we will gradually offer new products as we go along in order to satisfy all desires and all audiences until 2024,” Bardon said.

The move takes the responsibility of merchandise sales away from each Games’ organising committees, meaning the IOC and organising committees can target consistent worldwide reach in between Olympic Games.