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STH had the challenge to sell hospitality packages to companies that had never considered athletics before.

We created a strategy that tapped into the memories of the London 2012 Olympics, engaging our audience with an irresistible proposition ’Once more in a lifetime’.

This was supported by a content plan which included blogs, infographics, and a short film featuring the brand ambassador Jonathan Edwards, triple jump world record holder.

We made the event unmissable, helping make it the best attended IAAF world championships in history with £3m in hospitality sales.