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How Team GB bridged the gap between its athletes and fans over Tokyo Olympics

The Background

Team GB’s core campaign for the Tokyo 2020 Olympic Games, This Is What Makes Us, was designed to be a celebration of everything that characterises the nation’s elite athletes — diversity, perseverance, dedication and sacrifice.

Understanding that its athlete’s successes are made possible with the help and support of friends, family, coaches, partners and fans, Team GB launched ‘Support Is What Makes Us’ — an initiative to bring fans and athletes together and to encourage the public to share their support for Team GB athletes.

The National Lottery, which provides year-round funding to elite athletes and ultimately supports them being able to make it to the Olympic Games, was a natural partner to present the Support Is What Makes Us campaign. 

The Challenge

‍"We felt with fans not being present at the Tokyo 2020 Games there was an opportunity to bring fans together and get their support behind our athletes digitally. Amondo was a great fit for this."

Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

With fans unable to be present in Tokyo, Team GB and The National Lottery were looking for a way to enhance the athlete experience. A link was needed between the fans and athletes, so that they could feel the nation’s support behind them. 

Recognising that a significant amount of UGC would be created over the Games period, Team GB was searching for a solution that could capture this content, inspire the public to create and share their messages of support, and showcase this to athletes 6,000 miles away in Tokyo.

A destination on the Team GB website was needed that would bring ‘Support Is What Makes Us’ to life, allowing fans to come together in their support of Team GB athletes during Tokyo 2020. 

The Solution

‍"Amondo allowed us to create a space, hosted in our website, app and out-of-home, where all digital fan support came together and where athletes could feel that connection to home."

Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Support is What Makes Us Fan Wall

An Imprint was integrated into the Team GB website, with content updated twice daily during the Games period.

The Imprint brought together the best user-generated content (UGC) and fan support, both sourced from social media (Twitter, Instagram, Facebook and TikTok), and submitted directly to Amondo via the Submission Tile (see below). 

Content featuring messaging and support from The National Lottery was also featured throughout the campaign period.

More than 2,500 UGC posts were displayed over the Games period.

‍"The fact that the content is not automated — and is instead curated by real people — gave us assurance that content would moderated and displayed as we saw fit"

Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Clickthrough Tiles

The Fan Wall included Amondo’s Clickthrough Tile feature, enabling Team GB to harness fan engagement with the Imprint to drive further value through first-party data capture.

Clickthrough tiles were included to point users to download the official Team GB app — and to subscribe to the Team GB newsletter.

Athlete to Athlete Messages

A second Imprint was embedded into a private microsite, made accessible only to Team GB athletes.

This Imprint brought together more than 100 messages of support from former Team GB Olympians, including Sir Chris Hoy, Rebecca Adlington OBE, Max Whitlock OBE and Sir Matthew Pinsent.  


Team GB Olympians were able to submit messages of support and media through Amondo’s Submission Tile feature (see below), to be included in the Imprint and made available to Team GB’s Tokyo 2020 athletes.

Submission Tile

Two of Amondo’s Submission Tiles were used to directly collect content and messages from the British public (Support is What Makes Us Fan Wall) and from former Team GB Olympians (Athlete to Athlete Messages).

The Submission Tile allows the direct submission of content from fans, who can upload content straight from their camera roll. The accompanying branded form can be modified to include any number of questions or permissions, supporting first-party data capture and communication consent efforts while collecting rights-cleared UGC.

Out Of Home

‍"We wanted to amplify the message to reach the British Public and we did so by integrating Amondo’s inScreen product in our out-of-home, expanding the support to a physical space."

Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Working with Team GB partner Ocean Outdoor, the Support Is What Makes Us Fan Wall content was displayed through out-of-home (OOH) media — using Amondo’s InScreen product — in retail locations across the country.

The InScreen design featured Team GB campaign messaging and a QR code linking to the Submission Tile — allowing for viewers to submit content.  

Distribution using InScreen and through OOH worked to massively amplify the content beyond online, driving further engagement with the campaign.

The Results

‍"Working with Amondo helped us to bridge the gap between fans and athletes and to inspire the nation to get behind the team, cheer and show their support."

Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Using Amondo, Team GB was able to simplify the vast amount of messages that go out during the Games period in a way that helped them to connect fans to both Team GB and its athletes. 

The Fan Wall drove increased traffic to the Team GB website, while also creating another touchpoint for app downloads and newsletter signups.

For partner The National Lottery, Amondo served to increase awareness of the relationship between Team GB and The National Lottery — and engagement with the partnership.

If you would like more information about our project with Team GB and would like to discuss working together, drop us a line at

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