PwC teams up with British Athletics to drive Olympic gold haul

PwC has taken a leap into the sporting world signing a partnership with British Athletics to improve how the Olympic and Paralympic world class programmes work with performance data and analytics in a bid to increase the medals haul at next year’s Olympics

The firm has been named as the official data intelligence partner for the UK’s national governing body for athletics, to improve the support and value delivered to coaches and elite competitors through the provision of enhanced information and insights. 

PwC will provide a range of services from data acquisition and modelling to reporting, visualisation and advanced analytics, generating insights not previously possible from the full range of data sources available to the programmes.

The British Athletics world class programme is UK Sport’s National Lottery-funded initiative to support the delivery of success at the Olympic and Paralympic Games. The partnership with PwC aligns and supports the strategic aim to win more medals in more events in Tokyo 2020 and beyond.

Neil Black, British Athletics performance director said: ‘The sport of athletics is statistically and data rich, but there are limitations as to how successful it is if it is not recorded and interpreted correctly, and then provided to coaches and athletes in a way that they can make use of it - whether it is in planning their year, or altering the focus of their day to day training.

‘With the help and support of PwC and their services, our athletes and coaches will have fast and effective access to data and analytics, all in one place, which is something we have up until now not been able to provide.

‘The improvements will be gradual but continuous as new capabilities are developed and there is learning of what can actually be valuable to ultimately help athletes achieve their goals. It’s a very exciting time for our sport to have this input.’

Jon Andrews, head of technology and investments at PwC, said: ‘We’re really excited to partner with British Athletics in this initiative. Working with them, we hope to collectively combine the power of technology with human insight to help them and their athletes achieve superior performance.  Speed is of the essence to stay ahead and we aim to bring our experience of mining data to give athletes and coaches more objective information to help them make better decisions.’

Pat Sweet

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