Transformed digital operations from crisis to industry benchmark in under 3 months

The Brief

The social media manager left suddenly 3 months before the Championships, revealing significant operational gaps. I was brought in to rebuild digital strategy from scratch – managing live coverage, navigating complex broadcast restrictions, and delivering engaging fan content while balancing the needs of 70+ federations, the BBC, and Liverpool’s first major gymnastics event.

The Challenge

Broadcast rights restricted digital content at scale. BBC owned UK rights but prioritized other sports (Lionesses), pushing gymnastics to the Red Button with limited coverage. Some sessions weren’t being televised at all.

Small, underperforming channels. Starting with ~4,000 Instagram followers and minimal engagement, needing to create buzz for a sport transitioning from entertainment to broader appeal.

No livestream precedent. FIG viewed livestreaming as a sellable asset and feared it would undermine regional broadcast deals.

The Strategic Approach

Applied my signature framework series:

• Fan Formula to map fan journey from awareness to advocacy
• 4S Framework to balance athlete stories, fan moments, and competition highlights
• Fire Formula for content cadence during 10-day event

Stakeholder negotiation as growth strategy:

BBC partnership: Through direct negotiation, I repositioned digital content as a driver of BBC viewership rather than competition. Agreed new framework: UK content would direct to BBC during live sessions, we’d offer collaboration on viral moments (accessing their huge audience), and in return, we could livestream non-broadcast sessions. Turned potential blocker into amplification partner.

First-ever WGC livestreams: Worked with technical provider ADI to repurpose IsoCams for qualifying sessions, creating no additional cost while respecting broadcast deals. Required senior leadership buy-in on strategic value to the sport.

Federation partnership model: Proactively contacted all 70+ federations pre-event to build relationships. Created value exchange: we supplied exclusive content (athlete journeys, behind-the-scenes access) in return for collaboration and content access. Secured exclusives with typically elusive teams (Japan, USA, Team GB).

The Execution

• Crisis leadership: Rebuilt digital operations in 3 months, led 6-person team (clippers, camera crew, journalists) alongside LOC and sport teams
• Digital infrastructure: Pioneered livestream workflows, negotiated broadcaster access, built real-time clipping under strict licensing caps
• Pre-event content: Created anticipation campaigns using athlete-generated content – journey montages, “Welcome to Liverpool” in multiple languages, athlete takeovers
• Live coverage: Focused on Instagram Reels, collaborations, and trend-led content. Outperformed FIG and British/USA Gymnastics on engagement vs. audience size
• Exclusive access: Embedded with teams (Team GB birthday party, Team USA Halloween prep) for unique, shareable moments
• Cultural storytelling: Blended medal moments with festival experiences (River of Light), volunteer stories, and Liverpool as host city

The Impact

Digital Transformation

• 7.4M impressions (+660% vs previous average)
• 464k engagements (+1,013%)
• 12,385 link clicks driving ticket and merchandise sales
• 82% positive sentiment across fan feedback

Innovation & Legacy

• Set new benchmark: livestream precedent, evergreen highlights, volunteer upskilling
• FIG President praised approach: “The Beatles created a new music scene. Liverpool World Championships turned gymnastics from sports to entertainment”
• Career impact: Barbadian athlete credited coverage with securing US gym signing

Commercial Success

• 98% sessions sold out
• £5.6m generated for Liverpool economy; 25k+ hotel rooms booked
• 18.7k visitors to first-ever WGC fan zone
• 82% of spectators from outside Liverpool; 11k first-time visitors to city

Broadcasting & Reach

• Innovations in accessibility: BSL interpreters, sensory rooms, accessible shuttles
• Multiple awards: Event Production Awards, Eventex Silver, Shorty Awards

Key Capability Demonstrated

Stakeholder negotiation that turns constraints into opportunities – transforming a broadcast rightsholder into a content partner, innovating within technical and licensing restrictions, and building scalable federation partnership models that drive organic growth.