UK Athletics
Overview
In 1998, Fast Track was appointed as the exclusive Rights Marketing, Event Management and Media Agency to UK Athletics. The sport had just come out of administration and commercial revenues had dried up.
Our Role
Fast Track created a new commercial strategy by repackaging the commercial rights around one 'grass roots to glory' Title sponsorship and creating an innovative new TV events programme as a shop window for the sport.
Activity
By positioning the Title sponsorship as a 'White Night' opportunity CGU signed a four year multi million pound deal in 1999. Fast Track also secured a new family of commercial partners, the backing of major cities and a new deal with the BBC.
Results
UK Athletics has the most successful commercial programme of any national athletics governing body in the world. In early 2007, Norwich Union signed a new £50 million partnership with the sport representing the biggest UK sponsorship deal outside football.
