Panasonic, long-term official partner to the British Olympic Association (BOA), has announced the launch of Superfans, a new integrated campaign that will celebrate fan support of the Olympic Games and Team GB. Olympic gold medallist Amy Williams MBE is the Superfans ambassador for Panasonic’s crowdsourced campaign.
Amy Williams commented: “London 2012 was undoubtedly an Olympic Games to remember, with incredible sporting achievements backed by amazing fan support across the UK, so the pressure is on to maintain that support for Rio 2016. I’m so proud of being the Superfans ambassador for Panasonic’s campaign, because fan support really does make a difference for athletes.”
Amy won the Women’s Skeleton event in the Vancouver 2010 Olympic Games, which was the only medal for Team GB that year. Team GB outdid themselves with medal wins in London 2012, but this year the athletes need fan support more than ever as the Olympic Games are 6,000 miles from home.
Panasonic UK managing director Andrew Denham said: “Alongside the BOA, Panasonic is encouraging people to give Team GB the extra motivation it needs for an away Games by sharing their fandom via our Superfans campaign. It is a great opportunity for us to share our passion for the Olympics as a company and to connect with consumers on an emotional level. This is why Panasonic’s heritage as a global Olympic partner is so important to me – it adds some real spark and colour to the brand.”
Panasonic and Team GB will both be asking all Olympics fans to show their support for Great British athletes going to Rio this Summer on social media, with fun and passionate, wild and wacky photos including the hashtag ‘superfans’. All fan photos with #superfans will be collated on the Superfans web page.
Panasonic has been an Official Worldwide Olympic Partner in the Audio Video Equipment Category for more than 25 years, providing technology and video expertise including large screen displays, projectors, and audio and broadcast equipment for Olympic event venues. As such, Panasonic technology is integral to bringing the Games to audiences around the world.
Panasonic UK head of brand communications Gaele Lalahy commented: “As an Official Worldwide Olympic Partner, we are delighted to announce the launch of our 2016 Olympic campaign, Superfans. London 2012 was really the first social media Olympic and Paralympic Games, and the digital world has advanced so much since then. Panasonic is embracing this opportunity to connect Team GB fans and celebrate everything about the Games, both on and offline. The Olympics unites people around the world like no other sporting event can, and we are excited about capturing the Olympic spirit and championing Britain’s Olympic fandom through this campaign.”
Superfans launches with 99 days to go to the Rio 2016 Opening Ceremony on August 5. Both Panasonic and Team GB are celebrating fun, visual displays of fan support and passion for the Olympics throughout this period, with the tagline ‘Can you hear us in Rio?’. “Studies show that home support boosts performance, but Superfans is all about giving Team GB that support despite it being an away Games,” Amy Williams added. “It will mean so much for the athletes in Team GB to know they have Superfans cheering them on and really rooting for them back in Britain when they are competing far away from home, as I was in Vancouver.”
BOA chief executive Bill Sweeney said: “Four years ago we saw what an incredible impact the support of the nation can offer our athletes. Rio 2016 is undoubtedly set to be a memorable Games and we want to recreate that atmosphere from London 2012 to help inspire our athletes to deliver their greatest performances in Rio. Through our partnership with Panasonic, we are encouraging the nation to get behind Team GB and be our superfans once again.”