Team GB's core campaign for the Tokyo 2020 Olympic Games was designed to celebrate everything that characterises the nation's elite athletes, from diversity and perseverance to dedication and sacrifice.

Recognising that athletic success is shaped not just by sporting stars themselves — but by the support of friends, family, mentors, partners, and fans — Team GB launched the "Support Is What Makes Us" campaign.

The initiative aimed to bring fans and athletes closer together, encouraging the public to actively show their support and take part in the journey to the Games.

Alongside this ambition, Team GB wanted to understand how audiences engaged with the campaign, which forms of support resonated most, and how this participation translated into meaningful connection.

The National Lottery, which provides year-round funding to elite athletes and ultimately supports them in making it to the Olympic Games, was a natural partner to present the Support Is What Makes Us campaign.

The challenge

"We felt that with fans not being present at the Tokyo 2020 Games, there was an opportunity to bring fans together and get their support behind our athletes digitally. Amondo was a great fit for this."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

With fans not being able to be present in Tokyo, Team GB and The National Lottery needed a way to enhance the athlete experience and bridge the gap between them and supporters at home. All so they could feel the nation's support behind them.

With high levels of audience participation expected during the Games, Team GB looked for a way to turn that support into an active, shared experience.

This would allow fans to contribute messages of encouragement and showcase them to athletes 6,000 miles away in Tokyo.

To support this, Team GB needed a digital experience that could bring fans together around 'Support Is What Makes Us', enabling them to take part collectively and show their support during Tokyo 2020.

The solution

"Amondo allowed us to create a space, hosted on our website, app, and out-of-home, where all digital fan support came together and where athletes could feel that connection to home."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

'Support is What Makes Us' Fan Wall

An Amondo Gallery was integrated into the Team GB website, with content refreshed throughout the Games to reflect ongoing audience participation.

This brought together quality, community-generated content and fan support, both sourced from social channels (Twitter, Instagram, Facebook, and TikTok), and submitted directly to Amondo via the Submission Tile. Content featuring messaging and support from The National Lottery was also integrated throughout the campaign period.

Over 1,500 pieces of audience-generated content were activated and displayed during the Games.

"The fact that the content is not automated — and is instead curated by real people — gave us assurance that content would be moderated and displayed as we saw fit."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Clickthrough Tiles

The social Gallery also included Amondo's Click-through Tile feature, which helped Team GB understand and extend audience engagement, guiding fans towards meaningful next steps.

These interactions encouraged fans to download the official Team GB app and sign up to the Team GB newsletter, turning participation into an ongoing connection.

Athlete-to-athlete messages

A second Amondo Gallery was embedded within a private microsite, made accessible exclusively to Team GB athletes.

This experience brought together more than 100 messages of support from former Team GB Olympians, including Sir Chris Hoy, Rebecca Adlington OBE, Max Whitlock OBE, and Sir Matthew Pinsent.

Team GB Olympians were also able to contribute messages and media directly through Amondo's Submission Tile feature, making sure athletes competing in Tokyo could access messages of encouragement from across the Team GB community.

Submission Tile

Two of Amondo's Submission Tiles were used to invite messages and content from both the British public and former Team GB Olympians, powering the "Support Is What Makes Us" experience and 'Athlete to Athlete Messages'.

This made it easy for fans and athletes to contribute messages of encouragement directly, supporting sustained participation throughout the Games.

Alongside content contribution, the experience made sure submissions were consented and rights-cleared, while allowing Team GB to capture first-party audience information and understand how people engaged with the initiative.

Out of home

"We wanted to amplify the message to reach the British Public, and we did so by integrating Amondo's inScreen product in our out-of-home, expanding the support to a physical space."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Working with Team GB partner Ocean Outdoor, the "Support Is What Makes Us" Fan Wall was displayed across out-of-home placements in retail locations nationwide.

These placements combined Team GB campaign messaging with QR-driven codes linking to the Submission Tile, meaning passersby could contribute messages of support and take part directly from their mobiles.

Distribution through OOH worked to extend the reach of the campaign beyond online environments, driving additional participation and engagement with the campaign.

The results

"Working with Amondo helped us to bridge the gap between fans and athletes and to inspire the nation to get behind the team, cheer, and show their support."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Using Amondo, Team GB was able to simplify the vast amount of messages that go out during the Games period in a way that helped them to connect fans to both Team GB and its athletes. Amondo Galleries drove increased traffic to the Team GB website, while also creating another touchpoint for app downloads and newsletter signups.

For partner The National Lottery, Amondo served to increase awareness of the relationship between Team GB and The National Lottery — and engagement with the partnership.

You can explore more examples in our case studies here