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FINA World Swimming Championships 2008 01/04/06-30/04/08

Working alongside James Hickman at Made in Manchester Sarah delivered the communications for this event read more below...


To make the World Swimming Championships 2008 the best yet and to deliver on individual objectives for each of the main stakeholders invested in the event. The Short Course FINA World Swimming Championships came to the UK in April 08 and were held in a temporary pool in the MEN Arena – the very first time this had ever been done. It was FINA’s Centenary year and so the event had to deliver.

What we did:

We delivered a complete strategic PR and Communications campaign; which ensured sales targets for the event were met. 

This included -

• Co-ordination of the design, print and placement of all promotional and advertising materials.

• Organisation of on-line communications including website design, podcasts and blogs.

• Generation of local, national and international press coverage.

• Media Liaison.

• Extensive promotional events to generate media coverage and drive ticket sales.

• Assistance and advice with corporate sponsorship and branding.

• Advised and guided the legacy campaign for the championships.

• Co-ordinated celebrity and PR activity for the goodwill partner of the event.


• Event was hailed as the best championships ever – still is in 2011!

• Largest number of spectators ever for a UK swimming event.

• Largest number of participants’ event for a World Championships both in number of athletes & countries.

• Maximum number of World Records Broken.

• Extensive media coverage above target – globally & locally.

• The first time swimming had been delivered as ‘entertainment’ as well as ’sport’.

• Sales revenue targets smashed.

• Won Best Look & Feel award from Sports Management Association.