News story

Andrew Flintoff and Denise Lewis back the 'Sport is GREAT' campaign

Olympic gold medallist and Ashes hero to promote Britain’s passion for sport to the world.

This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government

Olympic heptathlon gold medallist Denise Lewis and former England cricketer and Ashes hero Andrew Flintoff are to be ambassadors for the GREAT campaign, helping to promote the UK around the world.

The announcement was made today by the Prime Minister, as he launched ‘Sport is GREAT’ at a reception at 10 Downing Street for sport stars past and present, who are in London for the Laureus World Sport Awards 2012.

Sport is GREAT is part of the wider GREAT campaign promoting all that is best about the UK.  With the Diamond Jubilee and London Olympic and Paralympic Games, the eyes of the world will be on the UK in 2012. The Government is determined to make the most of this opportunity, to promote the UK as a great place to visit, study, invest and do business. 

The Prime Minister said:

“Sport plays an important part in all our lives, from the stars that inspire us, to unforgettable sporting moments and the thrill of taking part ourselves.  I am delighted to support the launch of ‘Sport is GREAT’, celebrating British sport in this fantastic Olympic and Paralympic year.”

Jeremy Hunt, Secretary of State for Culture, Olympics, Media and Sport, said:

“No country is more passionate about its sport than the UK. This summer we’re hosting the greatest sporting event on the planet and it gives us a once in a lifetime opportunity to showcase all that is great about Britain to the world.”

 Denise Lewis said:
“Sport plays a huge role in our national life, particularly so this year.  I am proud to have represented my country at the highest level, and I am delighted to be an Ambassador for the GREAT campaign, alongside other Great British sportsmen and women.  Through the 2012 Olympics and beyond, I look forward to telling the world what an amazing place this is to play and experience great sport.”

Andrew Flintoff said:

“I’m proud to support the GREAT campaign, and to be an Ambassador for ‘Sport is GREAT Britain’. It is an exciting year for us, and I want to share that with the people I meet from around the world.”

Notes to Editors

1. The GREAT initiative is an international campaign to maximise the tourism and business opportunities of the UK hosting the 2012 Games.  It involves representatives from across the political spectrum and non-government partners.

2. DCMS announced on 9 June 2011 that creative communications agency Mother had been appointed to work with partners across Government to co-ordinate and develop communications activity to maximise the economic benefits of hosting the Olympics in 2012. The Prime Minister announced the new GREAT campaign during a visit to New York on 21 September 2011. Further details were announced by DCMS on 7 January 2012.

3. Examples of the campaign materials can be downloaded from the DCMS flickr photostream.

4. The Laureus World Sports Awards is the annual celebration of that achievement, when athletes from across the sporting spectrum are judged by the world’s media and the legends of the Laureus World Sports Academy and the work of the Laureus Sport for Good Foundation is showcased.

Press Enquiries: 020 7211 2210
Out of hours telephone pager no: 07699 751153
Public Enquiries: 020 7211 6000

Updates to this page

Published 2 April 2012