Published: 10th May 2021

true and UK Sport - Faster, Higher and Stronger - Together

Finding the next generation of Olympians and Paralympians.

Tim Jones - Managing Director

We’re super excited to announce that following a recent pitch we’ve been appointed by UK Sport to create a digital athlete acquisition campaign to help find the next generation of Olympians and Paralympians.

Tim Jones, true MD says:
‘The UK’s pedigree in finding and nurturing athletic talent has long been a part of Great Britain’s Olympic and Paralympic success story. We’re incredibly proud to help UK Sport bring to life a different approach to finding our next generation of athletic talent.’

Traditionally, UK Sport’s talent acquisition programmes have largely been through in-person events, but with the challenges the pandemic has brought and a desire to reach a more diverse audience across the length and breadth of the UK, a digital-first approach is being used for the first time. Targeting a youth audience, they will be invited to film themselves taking part in a series of challenges to assess several perfomance attributes. They will also submit some information on their sporting history and then upload to a dedicated site.

Set to launch in the run up to the rescheduled Tokyo 2020 Olympics, the campaign aims to reach a wide range of young people and help show them that anyone from any background should have the chance to explore their potential in Olympic and Paralympic sport.

Hannibal Morris, Business Development Manager at UK Sport says of the campaign:
‘true’s approach and campaign idea really stood out. Not only is it digital-first, but it’s a campaign platform that allows us to shift the narrative…to take the conversation somewhere new. true completely understood our ambition to create an experience for athletes that is relevant, fun and inclusive. We’re really excited to be bringing our first digital athlete acquisition campaign to life with true.’

We’ll bring you more on the campaign once it’s live!