The Brief:
Lead on-site social media and content delivery for an Olympic-qualifying world championships in Liverpool. Deliver high-frequency, high-quality content across multiple platforms during a live global event.
My Role:
Social Media & Content Lead (On-site). Led day-to-day social coverage, set content direction and tone, managed delivery teams in high-pressure live environment.
Challenge:
Elite gymnastics has strict rules: what can be shown, when, and how. Broadcast rights are tightly controlled. Access to athletes is limited. We needed to tell compelling human stories within tight restrictions, build excitement for sessions, and deliver operationally at scale under intense pressure.
98% sell-out. Senior leadership. High-pressure delivery.
World gymnastics championships
Social media & content lead (on-site), Liverpool
FIG, British Gymnastics, Liverpool City Council
scope of work
team
98% sell-out rate across all sessions
Strong engagement on human-led, emotional storytelling
Consistent, high-quality output across 11 days of competition
Zero compliance issues despite complex federation and broadcast rights landscape
The Results
Strategic Highlights
We found moments that broadcast couldn't show: warm-ups, training hall reactions, post-routine joy. Human moments, not just results.
Fan-Centric Framing
Instead of just showing what happened, we showed what it felt like to be there. The roar of the crowd, the tension, the celebration.
Operational Excellence
This wasn't just creative work—it was leadership. Managing teams, making real-time decisions, and ensuring smooth delivery when there's no room for error.
Joyful, Accessible Tone
Gymnastics can feel intimidating. We made it feel exciting, approachable, and joyful—without undermining the elite athleticism.
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?