CASE STUDY
UK Athletics
THE BRIEF
We have been working with British Athletics since 2014 to drive awareness and ticket sales to their major events.
We work across a portfolio of six major sports events, including the world-class London Anniversary Games, Athletics World Cup, and Birmingham Diamond League meetings, plus indoor season events in Birmingham, Glasgow, and Sheffield.
Our role is to positively profile the sport in relation to its major events, excite audiences about leading athletic talent, and drive sales.
Activity
We are the engine room for positive athletics stories in the UK.
We understand which stories will motive major event family audiences to attend British Athletics showpiece events.
Working with the in-house team at British Athletics, we create and maintain an outstanding profile for athletics across major media platforms, which effectively generates significant ticket sales for the sport’s major events.
We have deep connections with key individuals at every level of the sport and work with national, regional, and social media to inspire audiences to attend.
The Results
- Run Communications activity has driven audiences to stadia across the country.
- We have achieved sold-out venues in London, Birmingham, and Glasgow on a regular basis – including generating an audience of 100,000 over two days at the Müller Anniversary Games in the London Stadium.
- Our activity is proven to deliver spikes in sales.
- 2018 coverage reached 26 million TV viewers, with 17.4m print and online content views.
- Coverage was secured across major media brands including ITV, Sky, BBC, and the Mail, Telegraph, Times, Standard, Independent, and Guardian media groups. The sport reached new consumer audiences with regular content on BBC flagship shows such as BBC Radio 2 Chris Evans Breakfast Show, Woman’s Hour, Newsround, Blue Peter, BBC 5 Live, and BBC Breakfast.
- Our partnership with Mumsnet resulted in over 115k views of bespoke content.
