As the world tunes in for the Milano Cortina 2026 Winter Olympic and Paralympic Games, we’re reminded of sport’s incredible power to ignite passions, break boundaries, and bring people together. Team GB and ParalympicsGB harness this energy to unite global communities and spark meaningful social change. But even the most iconic teams face hurdles.
Team GB and ParalympicsGB are two of the UK’s most loved brands. Both organisations are driven by a vision to use sport as a force for unity and progress.1 Yet, they faced an uphill battle in understanding their audiences and unlocking the full potential of their communities inside and outside of Games time. Behind the victory celebrations lay an untapped opportunity - the ability to connect with their fanbase in a more deliberate and personal way.
That’s where we come in. As the trusted digital transformation partner for Team GB and ParalympicsGB, we’re revolutionising the way they engage and inspire fans. By implementing Salesforce technology platforms and delivering a reliable digital foundation, we’re empowering them to amplify their voice, grow their audiences, and secure a legacy of impact and inspiration long after the Games are over.
Going for gold in audience engagement
Understanding the audience was at the heart of the problem. For Team GB, fan data was fragmented across disconnected systems. Making it increasingly difficult to understand who their supporters were, what motivated them, and how to keep them engaged. Evidence of strong fan engagement was also critical to help maximise commercial opportunities by demonstrating data-driven value.
ParalympicsGB’s purpose goes beyond sport - it’s about inspiring a better world for disabled people.2 To achieve this they needed to connect to their audiences in a meaningful way, getting to know their fans better and understanding their interests. By integrating activity from the Every Body Moves website they knew they could do just that – showing subscribers activities near them based on location. Ultimately, getting more disabled people moving in a way that works for them.
Carving the right digital tracks
Tackling these challenges required confidence, trust, and a bold strategy. With our deep expertise in technology and the sports industry, we collaborated with Team GB and ParalympicsGB to design and build tailored solutions with Salesforce technology. Enabling us to reimagine how these organisations connect with their communities.
Together, we set out to develop engaging and personalised experiences that would inspire fans, support athletes, and unlock new opportunities.
For Team GB, we focused on delivering seamless and personalised engagement to further fuel the British public’s passion through:
- A reliable foundation: We consolidated fan data from disparate systems into one centralised platform using Salesforce Sales Cloud and Marketing Cloud. Accurate, reliable, and actionable - this new system painted a single view of who their fans were and what drove their passion.
- Fan-first experiences: By identifying fan personas, simulating personalised journeys, and using automated Marketing Cloud campaigns, we’ve enabled Team GB to provide fans with richer, tailor-made experiences. Fans now receive content aligned with their preferences, from updates on their favourite athletes, to exclusive content and unique participation opportunities.
- Empowering Team GB for the future: A bespoke change management programme provided Team GB staff with tools, training, and knowledge. We put the power in their hands to own, operate, and optimise their new systems, ensuring a sustainable foundation for Milano Cortina 2026 and beyond.
In just six months, Team GB witnessed an extraordinary 190% growth in our database of fans. Tailored communication strategies have empowered us to deliver unique, personalised content to individual fans. From birthday messages to updates on their favourite sports and access to exclusive events, these bespoke interactions are rekindling lifelong connections and inspiring greater participation in sports across the UK.
Pippa Cumbers, Data Strategy Lead, Team GB
For ParalympicsGB, inclusion was at the heart of our ambition. We worked closely to tailor Salesforce technology and deliver:
- Enhanced audience understanding: Building on their existing Salesforce CRM, we integrated data from the Every Body Moves website. Resulting in a clearer, deeper understanding of their audience’s preferences, accessibility needs, and activity locations.
- Tailored engagement tools: By developing a branded preference centre and automated Marketing Cloud journeys, ParalympicsGB is now equipped to deliver location-specific and preference-based activity suggestions, communications, and event updates. Athlete and fan journeys, once manually conducted, are now automated, maximising operational efficiencies.
- Opportunities for all athletes: We developed the Games history data for all of our athletes in the Sales Cloud. Laying the digital foundation for a self-service athlete portal and community, where even more para-athletes will benefit from commercial opportunities.
"For ParalympicsGB, the transformation lies not only in numbers but in social progress. By centralising data for over 60,000 fans and 1,700 athletes on a single CRM platform, we can now deliver highly personalised and automated communications. Encouraging fans to explore local, inclusive sport opportunities. This ensures consistent, relevant outreach that resonates deeply with our audience."
David Clarke OBE, CEO, ParalympicsGB
Leading on the slopes and beyond
Together we’ve unlocked measurable growth for Team GB and ParalympicsGB, creating a legacy that extends far beyond the Milano Cortina 2026 Games. Both organisations now trust that they have a clearer picture of who their audience is, what they want, and how to best engage them.
The newfound insights into fan engagement are enabling Team GB to demonstrate data-driven value to current and potential commercial partners more effectively. While the project has laid the digital foundations for the Paralympic athlete community – which will ultimately improve how athletes access commercial opportunities.
"By leveraging our deep expertise in the sports industry, combined with the power of Salesforce technology, we have designed and delivered integrated and highly personalised engagement processes. As both organisations look towards future Games, their new trusted digital foundations ensure they are well-equipped to continue connecting with, inspiring, and mobilising the nation."
Will Yarker, Partner, Deloitte
As Team GB and ParalympicsGB take on the Milano Cortina 2026 Winter Olympic and Paralympic Games, they are positioned to lead not only on the slopes but also in the hearts and minds of fans worldwide. Together, we’ve reshaped how these iconic sporting organisations connect with their audiences.
