Case Study: BT

The Challenge

BT is an official partner of the London 2012 Olympic Games and wanted to capitalise on the unique opportunity to boost employee engagement and help to improve the performance of their people.

The Solution

Sporting Edge was appointed to produce a short film featuring BT’s Olympic Ambassadors, including Dame Kelly Holmes, Daley Thompson, Sir Matthew Pinsent, and BT employees.

The film drew parallels between the attributes which deliver success in both sport and business and highlighted how BT had demonstrated these qualities to achieve success in the past. The film then focussed on the exciting future which lies ahead for the company and how employees can contribute to its on-going success by continuing to embody these key attributes.

A follow-up guide for facilitators and accompanying booklet was produced to sustain the impact of the film along with further interventions on the lessons which business can learn from elite sport on topics including mental toughness, coaching and team culture.

"Sporting Edge demonstrated their creativity and understanding of performance to deliver an outstanding project. The feedback from across the business has been extremely positive and there’s no doubt it’s helped us to leverage our partnership with London 2012."

Richard Lloyd - Head of Brand, People and Culture, BT