Case studies

Bringing the Team GB Olympic trials to life

Paving the road to Tokyo

For the British Olympic Association (BOA) Rio 2016 will be a tough act to follow. Team GB athletes finished 2nd in the medal table, winning a total of 67 medals – a record haul for an ‘away’ Games. So how can the BOA keep improving in preparation for Tokyo 2020?

Before the curtain had even fallen at the Rio 2016 Closing Ceremony, focus had already shifted to the Far East. Central to Team GB’s strategy is an exploration of a new Olympic event series incorporating British trials for the Games, which is designed to create exciting preparation events for athletes, aid athlete performances in Tokyo and allow home fans to witness world-class sport on their own doorstep and familiarise themselves with future stars.

To help ensure this concept will become a reality, Deloitte provided independent analysis of the property, pulling together the information required to facilitate broadcast rights negotiations – which would provide an important new long-term revenue stream for the BOA and national governing bodies, and enable the events to take place.

Critical to refining the proposition was Deloitte objectively assessing which sports to approach, whilst establishing the key requirements to create a case presentable to each national governing body involved.

On the strength of this work, the BOA is now aiming to confirm broadcast partners and the overall feasibility of the series in summer 2018.

The BOA understands the importance of maintaining its financial autonomy and to achieve this it must look at potential new revenue streams. The Team GB Trials concept offers fans the chance to witness the excitement that a trials series brings, as well as an interesting opportunity to new and existing commercial partners. Deloitte has provided important work in the development of the concept for the Team GB Trials, both to NGBs but also prospective broadcast partners.

- Bill Sweeney, CEO, British Olympic Association

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