How Team GB converted fan support into owned fan insight

Company

Team GB is the British Olympic Association’s brand representing the Great Britain and Northern Ireland Olympic teams. Its mission is to “unite and inspire the nation” through Olympic sport, engaging millions of fans across media, sports and national partnerships.

At the Tokyo 2020 Olympic Games, Team GB faced a new challenge: how to recreate the emotional connection between athletes and fans without crowds – and turn that connection into measurable value for the brand and its partners.

Challenge

Tokyo 2020 was the first modern Olympic Games held without fans in venues. Stadiums were empty, and athletes competed without the visible support that normally defines the Olympic experience. Team GB needed to find a way to maintain national pride and fan connection without physical presence. 

At the same time, when messages, photos and videos were shared, the support was fragmented across social platforms. There was no central destination to bring this activity together, no way to understand how fans were engaging and no mechanism to turn the attention into long-term value for Team GB and its sponsors.

"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

Solution

Team GB partnered with Amondo to power its “Support Is What Makes Us” campaign. 

Instead of relying on fragmented social posts, Team GB used Amondo to create a single content experience where fans, athletes and partners could come together around messages of support and encouragement – replacing the cheers usually felt inside the stadium.

Giving fans a direct way to support athletes

Using Amondo’s Submission Tiles, Team GB allowed fans to submit photos, videos and written messages of support to a dedicated space for athletes competing in Tokyo.

Alongside this, an athlete-to-athlete feed allowed former Olympians and teammates to share messages of encouragement directly with competitors. 

All submissions flowed into the same microsite experience and were displayed alongside athlete stories and partner content, creating one shared space for the Games. This turned passive viewing into active participation and helped bridge the emotional gap created by empty stadiums. 

Turning emotional engagement into owned audience growth  

To turn participation into lasting value, Team GB embedded Click-Through Tiles directly alongside messages of support and fan-generated content – moments where fans were already emotionally invested. 

These prompts drove fans to download the Team GB app or subscribe to the newsletter, capturing personal data at moments of connection and pride. Team GB converted national pride into measurable sign-ups, grew its owned audience, and secured first-party fan data to fuel future engagement. 

The same data also allowed The National Lottery to re-engage fans who actively supported the team, extending the partnership’s value well beyond the Games.

Embedding sponsorship value into the experience – not around it

The experience embedded The National Lottery directly into moments of support between fans and athletes, treating the partner as part of the story rather than a logo around it.

This placed The National Lottery at the centre of the human experience of the Games, building positive brand sentiment, shared pride and genuine connection between athletes and supporters.

Extending the experience beyond screens

Because Amondo’s experiences can be embedded anywhere, Team GB extended the campaign beyond digital channels and into physical spaces.

Galleries of fan messages and letters of support were displayed at Westfield London and inside the Tokyo Olympic Village, with QR codes allowing fans to submit messages instantly through their phones. 

Amondo acted as the single layer connecting digital, mobile and physical touchpoints, enabling content, participation and fan behaviours to flow through into a single system.

"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

Results

• 1 min 33 sec average session length, showing sustained fan attention
• 89% interaction rate, reflecting high emotional participation in the Games, despite no physical way to engage
• 1,500+ pieces of fan-submitted content surfaced across digital, mobile and OOH environments
• Owned audience growth, capturing first-party data and enriching Team BG’s CRM for future campaigns and activations

By uniting fan support into a connected experience, Team GB transformed Olympic engagement into lasting audience insight that it can activate again and again.

"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