Comms Strategy - Fanbase and Engagement

UK SPORT PROJECT SPECIFICATION

The Development of a Communications Campaign to deepen and broaden the engagement with Team GB and ParalympicsGB in the lead up to and beyond the Paris Games

The Organisations Involved

Team GB is comprised of the country's best athletes, representing 32 summer sports and multiple winter sports. Team GB works alongside sports' governing bodies to select and take these athletes to the Olympic Games. This team is managed by the British Olympic Association (BOA).

ParalympicsGB is the team of athletes selected to take part in the Paralympic Games. This team is selected, prepared, entered and managed by the British Paralympic Association (BPA) at the Paralympic Games.

UK Sport is the government's strategic high-performance sport agency that, through strategic leadership and investment of National Lottery and Government funds, powers the UK's greatest athletes, sports and events to achieve positive success.

All three organisations are separate to each other and are separate from the National Governing Bodies of each Olympic and Paralympic sport.

Introduction

There has not been a Summer Olympic and Paralympic Games in our time zone since the magic of London 2012 and so Paris 2024 presents a huge opportunity for both deepening the engagement with, and growing the fanbase of, both Team GB and ParalympicsGB teams.

During the Games themselves, engagement is naturally high, but in between Games there is a significant opportunity to increase engagement. We are keen to drive earlier and deeper engagement in the year leading up to Paris, as well as capitalizing on the period immediately afterwards. This time period from a year to go to the Games and the few months afterwards is an exciting time for Team GB and ParalympicsGB with huge engagement potential that we want to fully maximise.

There are three key audience segments with which there is an opportunity to build engagement. 'Excitable Enthusiasts' are passionate sports fans with a zest for life but with whom engagement with Team GB and ParalympicsGB can be deepened. 'Social Amplifiers' are socially driven youth looking to share sporting hype, and 'Self Development Strivers' are self-conscious youth who see sport as a tool for growth, and they are both segments through which engagement can be broadened on behalf of the Olympic and Paralympic sector.

Team GB and Paralympics athletes come from all walks of life, it is the athletes' stories, the diversity of the team, their journeys, backgrounds, talents and down-to-earth personalities that make them relatable and able to appeal to these audiences.

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To express interest in this opportunity, please e-mail:

Procurement@uksport.gov.uk