On Monday 27th July three years will have passed since the start of the London Olympics. As we reach this date, have businesses abandoned rising female stars of British sport and did the medal haul in London 2012 fail to radically alter the sponsorship landscape for female athletes?
There was certainly a lot of backlash from both advertisers and athletes after the Olympic Bill was implemented. The bill made it illegal to combine words such as ‘games’ ‘medals’ and ‘2012’ which greatly restricted opportunities for local business to associate themselves with the games . The most effective route used by local business and national brands alike was the direct sponsorship of individual athletes combined with tiptoeing around legal minefields laid down by the Olympic Bill.
Post-Olympics and the main stars such as Laura Trott and Jess Ennis have continued to generate sponsorship deals, but overall, after the hype had died down, the wide scale involvement of business with athletes has diminished. Teams such as Water Polo, Handball and Basketball have been become self-funded to fulfil their international programmes and gold medal winners such as Helen Glover is just one example of the many athletes who lost or couldn’t attract personal sponsors.
The most effective way to support rising talent in British sport is to directly sponsor athletes. This support combined with NGB or lottery funding they receive, provides the athlete with the motivation to continue their sporting dreams. The desire from business to support female athletes may indeed still be there, but as always, pressure on budgets will dictate involvement.￼The most effective way to support rising talent in British sport is to directly sponsor athletes. This support combined with NGB or lottery funding they receive, provides the athlete with the to continue their sporting dreams. The desire from business to support female athletes may indeed still be there, but as always, pressure on budgets will dictate involvement.
Legacy 300, as a GB athlete created project has recognised the difficulties which have emerged after London 2012. Through the personal delivery of experience days, professional female athletes have been financially supported through Legacy 300. Alongside this, good causes have now raised over £250,000 by auctioning off places on these experience days at charity auctions.
To mark this three year anniversary Legacy 300 athletes have launched a CSR platform for any business, small or large to directly support GB athletes and also support good causes.
Getting involved can only help sustain the nation’s medal success and that is one 2012 legacy that you can help deliver. Full details can be found on www.legacy300.com