Team GB is the external facing brand owned and managed by the British Olympic Association. 100% commercially funded, its primary role is to unite, organise and prepare athletes from all Olympic sports, disciplines, and governing bodies as they compete together under the Union Flag.

Ahead of Paris 2024 and beyond, the BOA were looking to maintain and grow the brand’s profile amongst fans of all ages and backgrounds, strengthen its relationship with sponsors and commercial partners, and make sure it would be fit for today’s modern, digital-first communication landscape.