Sports agency Fast Track has secured its first major win outside its core athletics business after being appointed to devise a branding strategy for Sport England, formerly the English Sports Council.
The company, set up by Alan Pascoe 18 months ago, has so far concentrated on athletics. The win signals its intention to expand into other sports sectors.
Sport England is responsible for the development of sport in England, with the aim of encouraging more active participation. It is also in charge of investing public money in the sector, such as Lottery sports funding. The agency has a £350m-a-year budget.
Fast Track will work with sports’ national governing bodies and Sport England to identify branding opportunities. These include the 2002 Commonwealth Games in Manchester, in which Sport England has invested more than £120m.
Fast Track chairman Pascoe says: “This win represents a substantial expansion of our consultancy business. Our role will be to turn Sport England into a major, high-profile brand. And Manchester 2002 will be key to that process.”
Initial concept work was carried out by Team Saatchi.