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TEAM GB Brand Positioning

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The Challenge

When hosting the Olympics there is always a large ‘pool’ of local brands wanting to get involved. With only Adidas and BP renewing their sponsorship of Team GB after London 2012, the BOA needed to create a new brand positioning for Team GB to attract new sponsors for Rio 2016.

The Challenge

The Leap

From inspirational team to valuable brand.

The Leap

The Solution

In-depth research amongst stakeholders, athletes, and consumers unearthed the insight that Team GB athletes are uniquely seen as down-to-earth, approachable, but talented people. This led us to a positioning that celebrates…

Everyday people achieving extraordinary things.

The Solution

The Result

‘krow’s creation of Team GB’s brand positioning empowered us to finalise deals with DFS, Aldi, Muller, Kellogg’s, and Strongbow – all of which cited the power of the brand positioning work as a key factor in getting internal buy in’. (Simon Massie-Taylor, BOA Commercial Director).

The Result

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