Sport England builds roster to inspire Olympic legacy

A £1 billion (approximately $1.5 billion) project to build a lasting Olympic legacy across the UK is hunting for communications help.

A £1 billion (approximately $1.5 billion) project to build a lasting Olympic legacy across the UK is hunting for communications help.

Sport England is building a roster of PR and sponsorship agencies to encourage the public to engage with grassroots sports in the next four years.

The procurement process comes after both UK Prime Minister David Cameron and London Mayor Boris Johnson were forced to defend post-Olympic legacy activity, claiming that “this legacy hasn't stalled” in an article for the London Evening Standard.

The National Lottery and the Exchequer awarded £1 billion of funding to the body in January 2012 to launch a five-year youth and community strategy.

Running until 2017, when London hosts the World Athletics Championships, the funding spans four areas of work: investment for National Governing Bodies of sports; funding for facilities; local investment; and extracurricular sports activity around schools.

Sport England has sent out a document to agencies that maps out plans to boost consumer interest in mid-sized sports within local communities.

Sport England director of business and partnerships Tanya Joseph is leading the process.

She told PRWeek UK that the document comprises two lots: one handling PR and one for sponsorship and partnership, recognizing that some agencies will be able to deliver on both fronts.

Joseph could not confirm a value for the brief or which sports were expected to be championed, but outlined that “football, cricket, and rugby” would not feature in the remit.

Agencies will be expected to work with individual sporting bodies to promote their programs in local areas.

This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.

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