Paul  Blanchard

The Team GB brand has been a real winner across the Olympic Games, not least in the incredible performance of its athletes, but also in its winning brand marketing and digital communications strategies.

Following this success, I’m sure that all of the Home Nations will be optimistic in carrying this forward to the next major multi-sport event at the Gold Coast Commonwealth Games in 2018.

Commonwealth Games England will take the learnings from Rio 2016 away with us to propel Team England to similar triumph in Australia.

Team GB’s transformation in the build up to London 2012 and onwards to Rio has seen it evolve into a much-loved and prized household name by its highly engaged and receptive audience.    

The messaging is clear: this is our team. #IamTeamGB. This success belongs to all of us – and we want to carry this with us to take Team England to the Gold Coast.

Of the record 67 medals won at Rio 2016 by 130 medallists, 103 of those were English.

England's Commonwealth Games squad, seen here marching at the Opening Ceremony of Glasgow 2014, will be looking to continue the success of Team GB at Gold Coast 2018 ©CGE
England's Commonwealth Games squad, seen here marching at the Opening Ceremony of Glasgow 2014, will be looking to continue the success of Team GB at Gold Coast 2018 ©CGE

Wales won more medals than 2022 Commonwealth Games hosts South Africa, and Scotland’s 47 athletes equaled their London tally of 13 medals.

Like Team GB, we’ve had similar Games-time success, topping the medal table an incredible seven times at previous Commonwealth Games, including most recently at Glasgow in 2014.

Team England as a brand is particularly relevant right now, and in this post-Brexit climate, the Commonwealth has never been more important.

Diverse, inclusive and equal, Team England is the best representation of England as it is today, combining athletes from a cross-section of demographics, cultural backgrounds and geographies. Sports as diverse as lawn bowls and athletics stand alongside each other in competition.

 Team England is England’s team.