For Paris 2024, our content strategy delivered the most engaged with, most viewed and most profitable Olympic Games in Team GB history across social media. Our athlete-led approach successfully shifted the Team GB brand to be more relevant and engaging with our target audience – Gen-Z and younger Millennials. During our reporting period of 15 July to 18 August, our video content attracted 253.9 million views – an increase of 182.4% compared to Tokyo 2020. Impressions totalled 483.1 million, 29.5 million engagements were made with our content and followers grew 623.8k to 4.37 million. In supporting wider organisational revenue objectives, the creation of a new in-house social production team for the Games generated £568,752 profit, marking a substantial 110.9% increase in money generated from social platforms and content compared to Tokyo 2020. Our strategic approach delivered record-breaking engagement, audience growth, and profitability, setting a new gold standard for Team GB’s digital presence.