I Am Team GB returns for Nation's Biggest Sports Day

23 Aug 2019

By: Sport Industry Group

The I Am Team GB campaign, launched by Team GB and the British Olympic Association (BOA) alongside its Official Mobility Partner Toyota, will reach a crescendo this weekend (Saturday 24th August) with the Nation’s Biggest Sports Day: a day of sport and physical activity including over 400 events across the UK.

The initiative promises to get the nation moving, with events aimed at getting communities active. With the likes of countryside walking groups, sport taster sessions and Zumba classes made available, the BOA is trying encourage the public to join in and incorporate fitness and sport into their lives. 

The I Am Team GB campaign was initially launched in 2016 to take advantage of the success of British Olympians at that summer's Games, and the BOA claim more than 1 million participants took part.

Speaking ahead of Saturday’s events, Toyota ambassador Laura Kenny said: “We have seen what an impact the Olympics has in terms of generating interest, enthusiasm and participation in sport.

“It’s vital that sport takes advantage of this excitement and interest, and with just under a year to go until the Tokyo Games, this is the perfect time to be re-launching I Am Team GB and I am looking forward to seeing the fantastic range of events that people throughout the country get involved in.”

Rio 2016 was Team GB’s most successful Games since 1908, where the total of 67 medals surpassed the 65 won at London 2012. Ahead of Tokyo 2020, the campaign has been relaunched with over 400 events across the country including hero events to be held in Sunderland, Milton Keynes and Bristol, as well as Westfield London.

The campaign was launched by Team GB and Toyota and was supported by multiple agencies who helped bring the initiative to life, including, active experience specialists Limelight Sports, Designwerk, who created the identity and Ocean Outdoor, who led on digital OOH.

Limelight Sports CEO, Craig Dews, said: “We have been thrilled to be working on this outstanding BOA initiative. With Tokyo 2020 fast approaching, this will provide further impetus and upsurge in interest for the UK to not only get more active, but also more involved in sport through taking part and helping to organise events.  I Am Team GB is the ideal way of building and developing on the huge interest in the Olympics and our athletes.”

Designwerk CEO Cristian Cook added “Working with Limelight Sports and the BOA on such a prestigious and worthwhile project has been an absolute privilege for the team here, and we hope the ‘Nation’s Biggest Sports Day’ will be another resounding success.”

Kevin Henry, Head of Content and Sponsorship, Ocean added: “This is the first in a series of activations we have planned in collaboration with Team GB, Toyota and other partners in the run up to Tokyo 2020. Toyota is all about driving sustained growth in physical activity inspired by Team GB – and Ocean’s full motion screens and experiential spaces are central to the delivery of that message."