With the massive spike in exposure of Olympic sport in 2012, coupled with reduced public funding into grass roots sport from Sport England, it was the perfect time for National Governing Bodies to fully understand their commercial value and proposition, so they could derive greater commercial revenues and reduce dependence on the public monies.
Our work highlighted that National Governing Bodies do have value they can commercialise. However all had core structural challenges to rectify first before hitting the marketWe identified key changes that a sponsor would require arming the National Governing Bodies with the insight they needed to make improvements and build additional valueEnsuring each National Governing Body were more attractive to the sponsorship marketplace and increasing chances of future success
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