Team GB prepares and leads British athletes at the Olympic Games and is responsible for promoting the Olympic Movement in the UK.

Siloed data limited marketing campaigns to mass mailouts.

Fans are everything to Team GB athletes. Having the support of the nation is not only invaluable to athletes as they prepare to perform on the world’s sporting stage, but it also gives them a platform to attract media attention, sponsorships, and to carve out their post-sporting careers. But training for the Olympics starts long before the Games, and bridging the gap between fans and athletes all year round is vital.

Team GB represents a huge variety of sports, and no two fans are the same. That made it challenging for the marketing team to build meaningful relationships – some fans might only want updates during the Olympic Games, while for others, sport is their way of life.

Fan data was collected from multiple sources. It was often patchy, duplicated, and siloed across multiple systems. That limited the marketing team to sending generic mailouts to all contacts, which failed to maximise engagement rates with an otherwise avid sports audience. Team GB needed a new data and marketing strategy to get closer to fans, understand their interests, and send tailored communications – all part of the plan to bring fans on the journey to the Paris 2024 Olympic Games.