International sports marketing agency Fast Track has been retained by BT Plc to help develop, implement and deliver a substantial sponsorship activation and PR campaign to highlight the company’s long-term investment in sport. The new extended agreement runs until the summer of 2011.
Fast Track has worked with BT since June 2008, when the agency was appointed to deliver a successful athlete PR programme for the Beijing Olympic and Paralympic Games. More recently, Fast Track was also tasked with leveraging title sponsorship of the BT Paralympic World Cup in Manchester, the annual World Class Multi-Sport Disability Event for elite international athletes.
Fast Track will now work with BT to deliver PR and activation campaigns across all its sports sponsorships. The agency will also continue to help promote BT’s Ambassador Programme, which includes some of the world’s leading past and present athletes such as Dame Kelly Holmes, Sir Chris Hoy, Ade Adepitan and Oscar Pistorious.
Suzi Williams, BT Group Marketing Director, said: “We’re delighted to be continuing our relationship with Fast Track to promote our commitment to British sport. “This is a really exciting time both for BT and British sport. From supplying essential technology, to supporting athletes, we are passionate about playing our part to invest in the future and in events that will put Britain on the world stage.”
Steve Chisholm, Communications Director at Fast Track, added: “BT is one of the leading brands in sport and we are excited about generating some wonderful results for them. I am confident that we will provide the necessary insight and innovation to ensure that BT capitalises on its association with some of the world’s most prestigious sporting events.”