Lloyds TSB/London 2012

Sportsbeat/Lloyds TSB activity overview

Since 2008 Sportsbeat have worked with Lloyds TSB and Bank of Scotland to leverage their tier one sponsorship of the London 2012 Olympic and Paralympic Games.

Coverage of the 2008 Olympic Games in Beijing, the 2010 Olympic Winter Games in Vancouver and the 2010 Youth Olympic Games was presented in association with Lloyds TSB, who are also a partner of the British Olympic Association.

This branded content, produced by our editors and reporters, was supplied to nearly 100 newspapers across the UK, reaching over 54 million readers across the three events.

We also work with Lloyds TSB to generate coverage of their London 2012 sponsorship around major landmarks on the countdown to the Games, notably 1000 days to go, two years to go, 500 days to go and one year to go. We also supply a news distribution service to help Lloyds TSB and Bank of Scotland publicise their Local Heroes initiative and sponsorship of the Youth Sport Trust’s National School Sport Week.

2008 Olympic Games, 2010 Olympic Winter Games & Youth Olympic Games

At the Beijing and Vancouver Olympics, we served over 70 titles with bespoke content, while we also worked alongside the British Olympic Association to provide them with a news distribution service from the inaugural Youth Olympic Games in Singapore.

All coverage was presented in association with Lloyds TSB and carried a composite Lloyds TSB/British Olympic Association logo to reflect their Team GB partnership. Coverage also included a 25-word boilerplate message, with a link to Lloyds TSB's London 2012 website.

"There were days during the Olympics when we carried two or three pages of Olympic content, all sourced from Sportsbeat. It meant we could provide our readers with news of local athletes, rather than rely on wire copy and it was also great exposure for Lloyds TSB. It was an excellent service." - Ken Montgomery, Birmingham Mail

Local Heroes - supporting the future stars of Team GB and Paralympics GB

Lloyds TSB/Bank of Scotland's Local Heroes programme helps some of the most talented emerging athletes in the UK during one of the toughest stages of their sporting careers.

Working in partnership with SportsAid since 2008, they have so far provided funding and recognition to more than 600 Olympic and Paralympic hopefuls on their journey to London 2012 and beyond.

Sportsbeat is engaged to provide a news distribution service to the hometown media of all those on the scheme.

Our reporters are following each Local Hero on their sporting journey, providing interviews and reviews of their progress, alongside branded imagery and video content.

NATIONAL SCHOOL SPORT WEEK - INSPIRING CHILDREN ACROSS THE UK

Lloyds TSB/Bank of Scotland National School Sport Week is a fun week of sport and celebration, offering young people the chance to try new sports and live the values of the Olympic and Paralympic Games.

Sportsbeat provide a regional news distribution service to newspaper titles across the UK, highlighting some of the best stories from Britain's biggest school sporting event, in partnership with the Youth Sport Trust.

Of the five million young people who participated in National School Sport Week in 2010, nearly three quarters (71%) of primary school and over a third (35%) of secondary school pupils have been inspired to take part in more sport.

Results so far and client feedback

Since starting our ongoing relationship with Lloyds TSB/Bank of Scotland in 2008, Sportsbeat has supplied over 150 newspapers with content, producing in excess of 3,000 bespoke stories and reaching over 115 million readers.

Our coverage has been supplied to newspapers in every town and city in the country, helping Lloyds TSB enforce their message of getting communities across the UK 'closer to the Games'.

“We were really pleased with the service Sportsbeat provided via their network of newspapers for the Olympics and Paralympics. Lloyds TSB were absolutely bowled over with the level and quality of the coverage generated and the return on investment.”

- Lloyds TSB

For further information contact James Parsons - jparsons@sportsbeat.co.uk