Vero - the agency founded by Mike Lee, the director of comms for London's Olympic 2012 bid - is to provide strategic advice, run media campaigns and advise on public affairs.
‘Athletics is a major Olympic sport and we want to ensure the success of athletes in the UK and that young people are encouraged through grassroots programmes,' said Vero director John Zerafa, who worked with Lee on the 2012 bid.
Vero was brought in by UK Athletics over the resignation of CEO David Moorcroft. He left the body in August after coming under increasing fire for a string of disappointing results. Vero reports to head of comms Helen Wyeth.
Separately, Vero, it has emerged this week, is advising Eggert Magnusson - the Icelandic businessman leading the consortium bidding for control of West Ham United. Lee is advising Magnusson - also president of the Icelandic FA - on strategic comms for his bid. The duo previously worked together at Uefa.
Last week, PRWeek revealed that Holborn PR is working with Keith Harris, the banker advising Magnusson (PRWeek, 13 Oct).
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The agency will support the run-up to a Hyde Park race next year - a test event for the 2012 Olympics.