Our Brief:
British Athletics seek fresh major partners across the team, events and grassroots of the sport, to take the sport forward. Their inventory includes Title Sponsorship of televised events and a new strategy is in place to have several sponsors for the team.

Our Role:
We structured an offer that gave brands the opportunity to embrace athletics through to 2020. This involved adding the rights for British Athletics which included The British Team, Birmingham 2018 IAAF World Indoor Championships, Glasgow 2019 European Indoor Athletics Championships within The Sports Consultancy’s remit. We also developed a grassroots rights package for the home nations to complement this programme. We are focused on delivering a strong commercial legacy for British Athletics having attracted World Athletics to the UK. Our integrated legal team work alongside our rights sales specialists to help secure and contract the best possible terms for our client.

Our Result:
Within just one month of The Sports Consultancy’s appointment, we secured and contracted 3 sponsors for the Anniversary Games. Müller signed as title of the ‘Olympic’ Trials and Anniversary Games for 2016. Müller have continued as a British Athletics Team Supporter alongside their title sponsorship of three of the major British Athletics 2017 events – Müller Indoor Grand Prix, Müller Anniversary Games, Müller Grand Prix. Strathmore signed for Summer 2016, and extended for a further 3 years through to 2019 as Official Water of British Athletics.

Services provided

  • Partnership sales
  • Legal services