G4S 4teen programme

Agency: Fast Track
Client: G4S
Tagged in: Sponsorships

Overview / Objectives

  • Award-winning sponsorship programme supporting 14 young aspiring athletes on their goal of competing at London 2012
  • Motivate and unite the global G4S workforce and give something back to the communities in which G4S exists globally
  • Make the G4S brand famous through sport sponsorship to an external audience with particular focus on emerging markets

Strategy / Solution

  • Identify the most important local markets and most promising athletes to work with the sponsorship
  • Position legendary Ethiopian long distance runner Haile Gebrselassie as a suitable Global Ambassador for the programme
  • Build an ongoing communications strategy for G4S staff: regular blogs, video diaries, and photo updates from the athletes


  • Ongoing external communications which delivered over £300.000 of media value throughout the year
  • Five of the 4teen qualified to compete in the 2008 Olympic Games including Ilin Ilya (Kazakhstan’s gold medalist weightlifting)
  • Winner of Best Sponsorship in the Business to Employee category, at the ESA European Sponsorship Awards