UK Sport
The Challenge
How can athletes stand out in a crowded media landscape? we teamed up with UK Sport to prepare over 350 Olympic and Paralympic athletes for Paris 2024 and help them share their personal stories, build their brands and connect with audiences.
Our Strategy
We created a bespoke training programme focused on storytelling—journeys, performances, reflections, and passions. Tailored to each athlete’s sport and personality, the sessions included practical media exercises, social media tips, and National Lottery acknowledgement strategies.
The Results
43 interactive sessions empowered athletes to deliver confident, memorable interviews during the Olympics. A survey showed that 50% of UK adults became more aware of National Lottery support, and 68% felt the athletes’ stories were compelling and relatable.
Making an Impact
By highlighting personal stories, the programme deepened connections between athletes and the public. The approach helped strengthen athlete branding and showcased the important role of National Lottery funding in their success.
