Gymnastics to take advantage of commercial success

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Over the last 12 months, the sport of gymnastics has been propelled into the limelight and now it is ready to take advantage of that success commercially.

With four medals from the London 2012 Olympic Games under its belt, and two of its best known faces Louis Smith and Beth Tweddle (pictured) winning prime time television contests, the sport of Gymnastics is in a strong position to capitalise on its growing profile.

Further more, over the next three years, a number of world-class competitions will take place in Great Britain, including the Commonwealth Games, the Artistic Gymnastics World Championships and the annual Glasgow World Cup.

British Gymnastics has recently worked with a leading sports marketing agency to develop a multi-strand commercial strategy, a focus of which is to secure partners to work with at all levels of the sport and to further increase both the audience and participation of the sport.

Mark Gannon, Executive Director of Business and Development at British Gymnastics, said, “As a result of what has been a significant piece of work undertaken over the last six months, we have a much more in-depth understanding of our commercial opportunity, but more specifically we have a stronger offer in place for potential partners.

“The gymnastics audience is constantly growing.

“There are kids participating at schools and clubs, and people of all ages and abilities taking advantage of the many new and exciting activities and programmes that sit under the gymnastics umbrella.

“You’ve also got millions of people watching elite level competitions on television, or supporting Louis Smith, Beth Tweddle or Spelbound. Gymnastics has a resonance at so many levels.”

Marzena Bogdanowicz, Managing Director of b-focused, said, “Having worked in sports sponsorship for many years, we were impressed by the depth and reach of the sport - particularly its appeal from children through to adults, as well as the scale of audience at major events.

“The opportunities for brands around gymnastics are extremely exciting and offer significant creative scope.”

Lizzie Flint, Sportsister
The Women’s Sports Magazine

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