Magazine article Marketing

Athletics Hunts Chief Marketer

Magazine article Marketing

Athletics Hunts Chief Marketer

Article excerpt

British athletics is set to appoint its first ever director of marketing as part of a strategy to broaden the financial base of the sport.

Peter Radford, the newly appointed British Athletics Federation executive chairman, expects the new appointment to be in place early in the new year. It is likely to come from outside the sport.

The move comes in the wake of the recent ITV decision to extend its contract only to cover domestic athletics by another eight months, to the end of 1994.

More than two million viewers watched the Linford Christie/Carl Lewis duel at Gateshead in the summer but ITV has gradually reduced the number of UK meetings it has been showing since it renewed its current exclusive contract four years ago.

BAF currently earns around |pounds~6m a year from television and sponsorship revenues, the vast majority or its income, but in the short term faces a drop in revenue.

"Other sports have been successful at marketing but athletics will need a completely different approach," says Radford. …

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