Sport England picks roster for £1b post-Olympic push

LONDON: Sport England has finalized a communications roster that will help it roll out a £1 billion post-Olympic push to get more people active.

LONDON: Sport England has finalized a communications roster that will help it roll out a £1 billion post-Olympic push to get more people active.

PRWeek UK understands that Blue Rubicon, 3 Monkeys, Synergy, Fast Track, Threepipe, and Clifford French were selected for the work.

The group has lined up the firms to boost public interest in mid-sized sports amid widespread scrutiny of the Olympics' long-term sporting legacy.

Sport England's new PR focus follows the organization being awarded £1 billion in 2012 by the National Lottery and the Exchequer for a five-year campaign on youth and community engagement.

A letter seen by PRWeek suggests the selected agencies are now subject to a “standstill period” until July 22 to allow for firms that failed to make the list to appeal.

One agency figure with knowledge of the brief said a key focus will be “working with different governing bodies to come up with campaigns to drive sporting participation.”

Last month, a Sport England survey found that the number of adults playing sports had dropped since the Olympics, with 280,000 fewer people over age 26 doing so in the past year.

However, the source said that though the Olympic legacy “was always going to be part of it, not everything will be explicitly capitalizing on the Games.”

“What will be in focus is how different sports will be able to collaborate on different campaigns targeting similar audiences,” the source added.

PRWeek UK broke news of the pitch in March. At the time, Sport England director of business and partnerships Tanya Joseph stated that “football, cricket, and rugby” would not be a part of the remit.

The £1 billion in funding will cover a £450 million investment in the national governing bodies of sports, facilities funding, local investment, and extra-curricular sports activity around schools.

Sport England declined to comment.                                                                                                

This story originally appeared on the website of PRWeek UK.

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