Challenges in building a sporting legacy

With the Olympic countdown nearing 2012, the UK's interest in sport is greater than ever before. While athletes are gearing up for events, sports associations are already looking ahead to the legacy of the Games beyond 2012.

While London 2012 is providing many with a platform for member recruitment, retention after the Games is the concern. For many of the UK's sports associations, funding hangs on their ability to expand the sport. Most recently England Basketball lost £1.2m of funding after failing to increase participation broadly enough, a concern that's top of mind for marketers.

For sports marketers and agency partners alike, the Olympics is undoubtedly a rare opportunity for the promotion of sports, but a consequence is that they're battling to stand out in the crowd. Pearlfinders spoke to six of the UK's sporting associations to understand the challenges and platforms for engagement sports marketers can capitalise on, in the run-up to 2012 and beyond.

To view the content, click here or subscribe