Company

Team GB is the British Olympic Association’s brand for Great Britain’s Olympic teams. Salesforce is one of Team GB’s partners, bringing the CRM and data platform behind how the team builds and keeps its relationship with fans. At a Games like Beijing 2022, that relationship gets tested in real time. Athlete moments, fan reactions and day-by-day highlights land constantly and across formats for the full length of the tournament, and Salesforce’s partnership has to live inside all of it.

Challenge

Salesforce needed its partnership to be visible inside that content rather than sitting alongside it. Team GB needed fans to stay engaged for the whole of the Games without the moment-by-moment content getting lost between days. Beyond visibility, both needed the partnership to earn its keep: real first-party data on who was engaging, and real traffic back to Salesforce’s own destinations, not just impressions.

Solution

Team GB and Salesforce partnered with Amondo to bring every day of the Games into one place, built and presented as a co-branded experience rather than a bolted-on sponsor logo.

One feed for every day of the Games

Amondo centralised Team GB, athlete, ambassador and fan content into a curated Gallery, published as a daily “Diary” presented by Salesforce. Instead of that content scattering across channels and going stale within a day, Amondo pulled the best of it together and kept the feed current, giving fans one place to come back to throughout the Games and giving Salesforce a consistent, branded presence inside it.

Turning fan support into first-party data

A Form Tile invited fans to send Team GB a message of support, a genuine moment of emotional engagement rather than a generic sign-up prompt. Every submission was a real fan, verified and captured at the moment they cared most, feeding first-party data straight back into Team GB and Salesforce’s CRM. That is a fundamentally different kind of data than an anonymous impression: it tells the partnership exactly who is engaging, not just how many people scrolled past.

Sending fans to Salesforce, not just past it

Amondo’s Click-Through Tiles connected Gallery content directly to Salesforce’s own destinations, including interactive, Tableau-powered experiences like the curling “risk versus reward” breakdown. Content stopped being something fans just looked at and became a route onto Salesforce’s own site, turning attention generated by the partnership into measurable traffic Salesforce could point to as value from the sponsorship.

Results

Across the Games, the Daily Diary turned partnership visibility into three distinct kinds of value: engagement, activation, and first-party data.

• 84% interaction rate with the Daily Diary content

• 11% brand click-through rate sending fans to Salesforce destinations

• 3x first-party data capture against target, through the Form Tile