The Brief:
Provide strategic consultancy and content leadership across multiple World Athletics projects. Work within a global governing body structure to shift content toward more personality-led, fan-first formats.
My Role:
Senior Social Media & Content Consultant. Strategic input across content planning and execution. Worked within global federation structure, balanced storytelling with governance and brand consistency.
Challenge:
World Athletics is one of the most established and respected sports federations. That brings credibility—but also complexity. We needed to make athletics feel modern and culturally relevant, tell emotion-led stories in a sport often dominated by results, and work within international legal, brand, and broadcast frameworks.
€51M revenue generation. Trusted strategic partner to global governing body.
WORLD ATHLETICS CHAMPIONSHIPS
Senior social media & content consultant
World Athletics, Two Circles
scope of work
team
€51M revenue generation through strategic digital campaigns
Brand trust - Invited back for multiple projects across the federation
Content maturity - Successful shift toward fan-first, personality-led formats
Federation confidence - Trusted to work inside international governance structure
The Results
Strategic Highlights
This wasn't about posting—it was about advising on direction, tone, format, and platform strategy at the highest level of sport.
Athlete Personality Over Results Tables
Athletics has incredible human stories. We helped shift content focus from "who won" to "what this feels like."
Cultural Relevance
We brought modern content formats (short-form video, personality-led storytelling, trend responsiveness) to a traditional sport.
Governance-Aware Creativity
We understood the rules—and found ways to create compelling content within them.
Let's chat
I work with major sporting events, federations, and rightsholders who need strategic thinking—not just social media management. Whether you're launching a new property, revitalizing an existing event, or maximizing digital ROI, let's talk.
Ready to discuss your event?