Tracking the audience of British Olympic and Paralympic Sport

UK Sport is on a mission to create the greatest decade of extraordinary sporting moments, reaching, inspiring and uniting the nation. As we've set out in our strategic plan (Strategic Plan 2021-31 | UK Sport), one of our ambitions is to grow a thriving sporting system, supporting our sporting community across the UK to be ever-more collaborative, setting a diverse, ethical and sustainable agenda for tomorrow. Relevancy has been identified as a major challenge facing British Olympic and Paralympic Sport. It forms a meaningful part of our System Master Planning Programme. However, we currently have very little reliable data to understand, track and measure the audience engagement of British Olympic and Paralympic sport. Therefore, UK Sport is seeking external services to support us in understanding, tracking and measuring the audience of Olympic and Paralympic Sports to see how many people are genuinely engaging with, and caring about, elite sport and the athlete's competing. We would like to use this insight to: - At a system level, raise greater awareness of (and continually validate) this challenge of relevancy to O&P Sport, relative to pro sports. - At a UK Sport level, provided us with much more regular and reliable relevancy/fanbase data that we can use to identify meaningful differentiation between the sports we fund. - At a sport level, raise awareness of where they sit relative to other O&P Sports and Pro Sports, with a view to encouraging them to deploy strategies to enhance this.