The British Olympic Ball took place last night at the Dorchester Hotel in London. Similar events are an opportunity for athletes, officials and sponsors to mingle in an informal environment, and for sponsors to gain access to the stars that might not be so easy during the course of a commercial partnership.
In social times though it is also an opportunity to create and share content with different audiences and that is what the British Olympic Association has done with its Instagram account.
The number of followers is small but will grow substantially once word gets out. Images of stars in surprising situations can have a longer lifespan than ones in competition and help to create more of an individual personality around the event.
It’s not likely to be the headline element of any media campaigning but the idea of capturing content and sharing with fans is one that has to be central to any sports, athletes or sponsors ambitions to create a sense of connection with their ‘brand’.
You can see the British Olympic Association Instagram account here.
And just as a reminder of how special the Olympics were last year…
The role of major events will be a key element at the Sport for Business Sports Tourism Seminar in Dublin on November 7th. To find out more and book one of the few remaining places, click here.
Get a head start by signing up to our daily news digest. Relevant information on sport and business from around the world. Delivered Free before 8am.
