UK Athletics

Agency: Fast Track
Client: UK Athletics
Tagged in: Sponsorships

Overview / Objectives

  • Fast Track was appointed to be the commercial agency for UK Athletics when it was formed in 1998 after the British Athletic Federation went into administration.
  • Fast Track Events manages all event delivery for six major UK Athletics live televised events, Fast Track Communications works closely with major broadcasters and print titles to generate national and regional media coverage to raise the sport profile, and Fast Track Commercial manages the renewal of existing partnerships, targets and introduces new companies into the commercial family and is responsible for the servicing and delivery of commercial partner relationships

Strategy / Solution

  • Fast Track Events in conjunction with local authorities and the BBC, has developed new ‘built for TV’ venues with top level facilities and appropriate capacities. By ensuring the attendance of the best athletes this has transformed the televised event series into truly entertaining experiences for spectators and TV audiences
  • Fast Track Communications runs major press conferences, photo calls and media events to generate interest in the sport and its events. This has included covering international stars, local heroes and profiling the next generation of UK Athletics stars across national, regional and online media
  • Fast Track Commercial created a new strategy by repackaging the commercial rights around one ‘grass roots to glory’ title sponsorship and an official GB Team partner programme

Results

  • UK Athletics major televised events on the BBC are considered to be the finest series delivered by any federation in the world of athletics. This has resulted in Fast Track being appointed as event consultants to the IAAF
  • Annual commercial income to UK Athletics has increased from £1 million in 1998 to £13 million in 2007 making UK Athletics the wealthiest athletics federation in the world. This includes the six year £50 million title sponsorship deal with Norwich Union, the biggest sponsorship deal in the UK outside of football
  • Fast Track has successfully increased media value year-on-year for both the sport and its leading sponsor, Norwich Union. Equivalent media value for Norwich Union with direct association to the UK Athletics televised events is now calculated at £2.3 million annually
  • The 2008 season saw the flagship Aviva London Grand Prix at Crystal Palace extended to two days – the first time the sport’s global governing body – the IAAF – had sanctioned such a move. Highlights included Jamaican sensation Usain Bolt warming up for his exploits at the Beijing Olympics by running the fastest 200m ever seen in the UK

Cases