Hosting major sporting events in the UK is something we are rightly proud of. Iconic moments in tennis, golf, football, and cycling have been captured in front of national landmarks and landscapes, so when Athletic Ventures came to us, the integrated team at Hanover Sport grabbed their spikes and started limbering up for the challenge ahead.
Hosting major sporting events in the UK is something we are rightly proud of. Iconic moments in tennis, golf, football, and cycling have been captured in front of national landmarks and landscapes, so when Athletic Ventures came to us, the integrated team at Hanover Sport grabbed their spikes and started limbering up for the challenge ahead.
“We’ve done all we can and now we need your help” was the plea from our first conversation.
Athletic Ventures is a joint venture comprising UK Athletics (UKA), The Great Run Company (GRC) and London Marathon Events (LME) created to transform the future and growth of athletics in the UK and to deliver major athletics events. One of the events it wants to host is the 2029 World Athletics Championships and World Para Athletic Championships, but to do so required a commitment for Government funding, something they were finding challenging to secure. By commissioning Hanover Sport, they unlocked an integrated, well connected team who were able to facilitate conversations with key opinion formers and decision makers, timed to coincide with the delivery of a well thought through media strategy.
Action
While early conversations were positive, having them during a formal spending review created challenges at every stage. A deadline of needing a decision before global athletic chiefs arrived in London for the Diamond League loomed ever closer and still no firm commitment had been given. Together we pivoted into a communications strategy which put the voice of athletes front and centre, and worked behind the scenes to break down silos between government departments. Taken together with questions to the Prime Minister in Parliament and engagement with the key decision makers, we were able to apply direct pressure on the Government to support the bid.
Impact
Building on the momentum that the public pressure generated, conversations picked up rapidly behind the scenes before the Department for Culture, Media and Sport made a public commitment to support the bid with public funding, ready to communicate in partnership with Athletic Ventures on the day of the Diamond League.
Athletic Ventures can now progress with their bid to World Athletics, thanks to the Government’s backing. Hanover Sport is very proud to have been able to support them on this part of their journey.
Client:
“The announcement at the weekend was a very significant step forward (and a bold and unusual one for the Government to take!), which would not have happened without the relationships, experience and strategic approach you brought to the table!”
