It follows the delivery of a successful programme for the re-arranged 2020 Olympic Games in Tokyo.

The London-based The Point.1888 is a retail-focused brand extension agency that specialises in matching brands with retailers and manufacturers to create licensed product collections.

The past four years saw over 30 licensees sign up to collaborate with Team GB including Micro Scooter, Royal Mint, Brompton Bikes, BDA, Dashel Helmets, Nerdy Banana and Moonpig.

The Point.1888 already has a series of new partners lined up for Paris 2024, it has been promised.

In the pursuit of nurturing Team GB as a full family brand, The Point.1888’s unique approach is bringing a number of exciting consumer products to market, while generating income which will be reinvested in equipment, facilities and training for the squad, it is claimed.

A new partnership between Team GB and Fashion UK will offer family collections to consumers, while a new jewellery license with Mappin & Webb and a new underwear license with Oddballs will offer more ways for fans to get behind the team, it is promised.

"We are incredibly proud of the resilience and successes of the Tokyo 2020 licensing and retail programme and cannot wait to continue working alongside the fabulous group of people at Team GB, bringing on board market leading partners to help unite and inspire the nation through sport," Hannah Redler, director of retail and sport at The Point.1888 said.

Team GB is the brand name used by the British Olympic Association to establish a unified brand identity for the Olympic sports teams from Great Britain and Northern Ireland.

The Team GB brand originated in 1999 as a licensing and merchandising strategy for the 2000 Olympic Games in Sydney. 

After finishing a disastrous 36th in the Olympic medals table at Atlanta 1996, with only one gold medal, Team GB has finished in the top 10 in the last six Games, including the top four at Beijing 2008, London 2012, Rio 2016 and Tokyo 2020. 

"This is always a huge moment for our team of athletes - preparations are ramping up to the next level, and the support from The Point.1888 and from our UK licensees and retailers is more important than ever," said Paul Ellis, head of licencing at Team GB.

"The run-up to Paris 2024 is going to be really exciting, and we’ll shortly be unveiling some new licensing assets that will take this programme to the next level.

"We look forward to bringing fans along for the journey at what is set to be an incredible event."