In 1996, Britain won one Gold medal (15 in total) in the Atlanta Olympics, placing us towards the bottom of the leaderboard in 36th position. Fast forward to Tokyo2020 and TeamGB won 22 Golds and 64 medals in total, placing us 4th in the Olympics; what's more, ParalympicsGB won 41 Golds, placing us 2nd.
In 1994 the National Lottery (TNL) was launched and from 1996 some of the Good Causes funds raised by our players has gone towards sports. Since then, The National Lottery has not only helped elite athletes stand on podiums, but also funded the playgrounds, pitches and training centres that helped them on their way. Our Olympic and Paralympic success is a great example of how the National Lottery “Makes Extraordinary Happen for Everyone” as the whole nation shares in Great Britain’s success at the games.
The Tokyo games represented a golden opportunity to continue to build our brand positivity - our long term brand health metric - but we faced severe challenges in cutting through.
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