How Team GB rewrote the rules of Olympics marketing on a shoestring
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Sports branding and sponsorship is a multimillion-pound industry, with enormous budgets and armies of talent brought in to make sure projects progress smoothly. It can be difficult to envisage a time when this was not the case, but things were very different until relatively recently.