What now for sports PR and sponsorship after the Olympic Games?

There is no doubt that the London Olympic Games has been a PR and marketers dream. This is even more true of how successful Team GB has done and how the nation has come together to support our athletes. So what does this mean for future sports sponsorship?

Gold medal winners Jessica Ennis and Mo Farrah can expect an increase in their income from sponsorship. Jess Ennis already earns an estimated £1 million from sponsorship deals but this is expected to rise to over £2 million in the next 2 years.

Not only are athletes benefiting in revenue from the London 2012 Olympic Games but sport brands are too. With the success of our GB cyclists, online bike retailer Wiggle has seen an increase in traffic to their website by over 70% over the past week.

Leisure and fitness centres and gyms have also jumped on the Olympic bandwagon. David Lloyd’s leisure chain has started a marketing campaign with the tagline: ‘Inspired? Now it’s up to you’ and Virgin Active has witnessed an increase in new members and existing members using their gyms more since the Games began.

Rupert Pratt, managing director of sponsorship agency Generate, says: “The focus needs to shift to look at increasing the commercial income into UK sport now. Every board room in the country has seen what hosting a major games can do in terms of uniting the nation and for the first time everybody has been exposed to the potential sponsorship opportunity of hosting a major event.”

The sponsors of the Paralympics are now going to have a push on its PR efforts to maintain the excitement surrounding the Olympics throughout the UK. The Paralympic Games begin on the 29th August for one and a half weeks.

Brand Recruitment recruits across Hertfordshire, Cambridgeshire and Bedfordshire for a number of PR jobs both client and agency side.

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