Delivering a gold standard digital strategy for Team GB

The Olympic Games showcase the best of human achievement – and inspire future generations to emulate the stars of today. In helping nurture this enthusiasm, digital platforms are more important than ever as they allow engaged fans to follow their favourite athletes year-round while they train and compete in the run-up to the next Games.

The British Olympic Association (BOA) realised its digital offering needed to reflect the best-in-class performance of its athletes, so it asked Deloitte to define a clear strategy to harness the power of the Team GB brand and bring fans closer to the action.

The fans have an overwhelmingly positive effect. Social media has been a game-changer, allowing the athletes to share what they do pretty much in real time, developing bonds with the fans and being able to thank them for their support – sometimes even inspiring stronger performances.

- Mike Hay, Chef de Mission, PyeongChang 2018

Deloitte has not only helped Team GB create more regular touchpoints with fans, but has also helped the BOA develop a more compelling commercial proposition. Our work has included creating a pricing ‘playbook’ of digital activation packages for existing and prospective commercial partners, alongside a number of initiatives designed to support Team GB in developing its digital channels and activations and insights.

Now boasting three million fans across seven social media channels, Deloitte’s work has helped the BOA deliver its first digital marketing packages to three different commercial partners – delivering multi-million reach for their campaigns and generating invaluable funds for athletes.