Six athletes will join pilot that trains them in content creation
UK Sport has revealed the first six athletes to join its Athlete Creator Club.
Created in partnership with agency Weirdo in May, the initiative hopes to boost sports’ and athletes’ exposure outside of Olympic and Paralympic years by working with them to create consistent, creative and authentic content.
The first six athletes to take part are Liam Kirk from Ice Hockey UK, Ruth Mwandumba from British Shooting, Phoebe Paterson-Pine from Archery GB, Abi Martin from British Gymnastics, Emily Campbell from British Weightlifting, and Zac Shaw from UK Athletics.
These six will be helped with the time, technical skills, and social media know-how needed to create an online following, and will experiment with creating content that helps them reach a new fanbase and tell their own story in their own voice.
Simon Morton, director of events, sporting system and external affairs at UK Sport, commented: “We support over 1,000 Olympic and Paralympic athletes who play a huge role in uniting and inspiring the British public, but their reach and relevance often declines between the Games. The Athlete Creator Club will test how we can transform athlete followership, and the benefits of pursuing an athlete-led strategy to building fan engagement across Olympic and Paralympic Sport.”
Lauren Moult, head of growth at Weirdo, said: “It’s a dream to bring the Athlete Creator Club to life, and work in partnership with six world-class athletes. We’re going to be on hand as a personal creative team, and we hope to build fame for the Club’s athletes and give them the tools to tell their own story over the long-term.”
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