Thursday 10th August 2017, London, UK: The Sports Consultancy is delighted to announce that, in just over a year since it was appointed as the exclusive UK rights marketing agent for the sale of all sponsorship rights for the World Para Athletics Championships, and also sourcing National suppliers for the IAAF World Championships London 2017, they have achieved excellent sponsorship sales.  In total 21 different partners and suppliers have been contracted across the two events.

In addition to the income these sponsorship deals have generated they have also delivered significant marketing spend for the events through sponsor activation programmes across national media, on-pack and in-store promotions.

Muller, a new long-term supporter of British Athletics, printed 750 million IAAF World Championships and World Para Athletics Championships dairy pots, ran a television advertising campaign and a national ticketing campaign investing significant additional budget promoting the events and the sport.

Commenting on the achievements, London 2017 Ltd Championship Director Niels de Vos said:

“We knew that The Sports Consultancy had the experience and contacts to hit the ground running when we appointed them last summer and we are delighted with the results they have delivered in what has been a tight timescale.

“With British Athletics developing new partnership programmes for the team, grassroots, televised events and major events such the World Indoor Championships in 2018 in Birmingham and the European Athletics Indoor Championships in Glasgow in 2019, there is great potential for the sport and our growing family of partners.”

Marc Hope, Director, Rights Marketing, The Sports Consultancy added:

“As a team we have worked tirelessly together with the organising committee, Dentsu and the IPC to achieve these fantastic results and create such a wide-reaching partnership programme.  We are delighted that as exclusive agents for British Athletics we have also been successful in extending many of these sponsorship deals to long term partnerships in the sport creating a solid foundation for the future.”


For further information, please contact:

Marc Hope

Director, Rights Marketing, The Sports Consultancy Tel: +44 (0)7799 662187


Liz Birchall

Head of Communications, British Athletics & London 2017

T: +44 (0) 7718 526 363


Note to Editors:

The Sports Consultancy was founded in 2006 by Robert Datnow and Angus Buchanan, whose respective expertise in sports law and commercial rights management has created a strategic sports marketing consultancy poised to provide commercial advice and delivery to venues, brands, rights holders and others involved in top-level sport. Marc Hope joined the business in February 2015 to head up a rights marketing practice which combines an insight led approach to consulting with a proven sales record.

Partners contracted by The Sports Consultancy include:

IAAF World Championships (National Suppliers only)

Muller, Heineken, Strathmore, GL Events, Barr Soft Drinks, Technogym and Jordan’s

World ParaAthletics Championships National Partners

Muller, Co op Group, BP, Toyota

World ParaAthletics Championships National Suppliers

Heineken, Strathmore, GL Events, Irwin Mitchell, Aggreko, Barr Soft Drinks, Technogym, NASUWT Teachers Union, Jordan’s, EFM, Nordic Sport, London City Airport, Greater Anglia, Engie