As Team GB’s Official Provider of Strategic Marketing Communications, our wide-ranging remit covers everything from brand strategy development, brand architecture and partnerships, to creative execution, and fan engagement. We are committed to making sure that the Team GB brand is stronger than ever, following the success of London 2012.
Our recent research work carried out for Team GB has led to the creation of a new strapline: Believe in extraordinary. Our research also revealed that fans are twice as likely more interested with the backstories surrounding the success of the Team GB athletes, more than the stories of other sporting teams.
There has also been a change in who fans view as role models, with 7 out of 10 young people saying that Team GB athletes have replaced footballers and music stars as role models. Athletes are deemed to be more approachable due to their humility and hardwork, and older fans see this as a great example to of rewards of effort and commitment.
To read the extensive article written by Nicola Kemp for Marketing Magazine, please click here.