GBWR
Putting elite paralympic sport in the spotlight
When the Wheelchair Rugby Quad Nations returned to Cardiff with Great Britain facing France, USA and Japan, I stepped in as Marketing Lead to deliver maximum visibility and packed stands. Working closely with the team, I crafted a campaign that delivered serious engagement and put the tournament firmly on the map.
Showcasing excellence
April 2024 brought elite wheelchair rugby back to Cardiff, featuring world-class athletes competing at the highest level. With Channel 4 broadcasting, major partners like Principality Stadium and RMA Sport on board and international teams bringing their own expectations, this tournament needed marketing that matched the caliber of competition. Drawing on over a decade in the field, I was brought in to build the buzz that would fill seats and strengthen the sport’s profile.
Delivering across every channel
From press releases and partner announcements to real-time social content creation, I spearheaded the complete marketing strategy. Managing media contributions meant coordinating photographers, journalists and volunteers – all while running targeted campaigns through Ticketmaster and securing prime advertising spots across major sporting events.
Throughout the tournament, I captured dynamic content including player interviews, behind-the-scenes moments and match highlights, turning every moment into shareable assets that amplified the excitement.
Driving record-breaking growth
The numbers tell the story: Facebook hit 110.6K reach with X generating 33.2K impressions in April, a ten-fold increase from January's 3.3K baseline. Instagram also saw phenomenal growth, with 13.5K accounts reached (up 1,755%) and 552 accounts engaged (up 367%). Link clicks surged 174.9% while new followers jumped 280%. What’s more, the campaign generated widespread press coverage across TV, radio and digital platforms while driving ticket sales through multiple channels.
It was incredibly rewarding to be part of this project and I'm immensely proud of the impact we achieved together. These athletes deserve recognition for their extraordinary dedication and it was an honour to help amplify their achievements and elevate the sport they represent.
