The car firm was not a sponsor of the Olympics but runs the Jaguar Academy of Sport as part of its CSR programme.
It is looking at bringing in one or more agencies to help review its strategy around the academy as it attempts to capitalise on the Olympic buzz and connect with a new generation of sports stars.
Jaguar’s aim for the academy is to ‘recognise, celebrate and inspire’ the next generation of British sportspeople, by giving them the opportunity to work with and learn from ambassadors such as Olympic gold medallist Jessica Ennis.
However, there have been criticisms that the project has failed to inspire, with one sports-focused agency source stating: ‘It’s a decent programme, but in a year of sport the academy has not garnered the attention and coverage that might have been sought. It could have made more noise.’
Jaguar Academy of Sport press officer Claire Boakes told PRWeek the firm was holding ‘big discussions’ as the strategy is reviewed, a process in which the pitching agencies will be involved.
‘The focus is the future direction. Everyone is talking about legacy – who is going to do something with that. The aim is making sure we do deliver to the kids of the future.’
She added there could be a number of agencies taken on to aid the academy, handling a brief that will include corporate and consumer work.
The process has now closed to applying agencies, and the brand is expected to bring in an agency by the end of the year.
Jaguar currently uses Influence PR to promote its Academy of Sport work, which may be retained after the pitch process, alongside other newly appointed agencies.