The Athlete Creator Club (ACC), announced this summer, is supporting GB athletes in creating professional, engaging content to better connect with fans.
The pilot scheme brings together six athletes, from a variety of sports, including sprinter Zac Shaw, weightlifter Emily Campbell, gymnast Abi Martin, Paralympic archer Phoebe Paterson-Pine, ice hockey forward Liam Kirk, and shooter Ruth Mwandumba. Each athlete will be paired with creative professionals to help produce and distribute content across digital platforms.
UK Sport said the project is aimed at breaking down the common obstacles athletes face when trying to build an online presence, including lack of time, limited technical skills, and uncertainty about how to tailor content for different audiences.
For athletes, the ACC offers a chance to increase their visibility, attract new audiences, and potentially open doors to sponsorship and post-career opportunities. For fans, it promises fresh behind-the-scenes access and personal stories that go beyond medals and podiums.
The first wave of content is already underway. Campbell’s stories began appearing in July, while Paterson-Pine’s digital series launched in August. Further releases from Shaw, Martin, Kirk, and Mwandumba are expected later this year.
The project is being described as a test run, but if successful, UK Sport is expected to expand the program in the lead-up to future Olympic and Paralympic Games.
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