Denny appointed ASA Marketing and Communications Director

The ASA has appointed a Director of Marketing and Communications to provide the national governing body (NGB) with a strategic lead in the run up to London 2012 and beyond while ensuring a long-term legacy off the back of a home Olympics.

Chris Denny will lead the Marketing, Communication and Sponsorship teams of the ASA and British Swimming while a key element will be to explore commercial opportunities to enhance the work of the NGB beyond 2012.

The appointment follows a period of sustained success for the ASA and British Swimming in terms of competitive results on the world stage as well as driving forward major nationwide initiatives such as free swimming.

These positive strides have brought about an increased public profile for the sports as well as a key commercial partnership with British Gas, and ASA Chief Executive David Sparkes welcomes Denny’s appointment to further enhance opportunities for the NGB.

“Building on the success of best results for 100 years at Beijing 2008 Olympics, our greatest ever World Championship performance last year and the tremendous partnerships we’ve formed, we needed to appoint a lead figure for our marketing and communications work and strategies.

“Chris Denny brings with him a wealth of experience and expertise in this area and we are now in a position to maximise our opportunities through a co-ordinated and strategic approach through to 2012 and beyond.”

Denny brings over 20 years of marketing and communication experience to the ASA.

The former Head of Marketing for the London Olympic Bid team and subsequently the London 2012 Organising Committee played a significant role in the most successful commercial programme in Olympic history raising over £500m in sponsorship to date.

In his role with the London 2012 Games bid team, Denny was responsible for preparing and presentation to the International Olympic Committee as well as the design and implementation of the bid’s marketing campaign.

Denny, who has more recently been involved in marketing consultant work within government, business and public sectors on Olympic opportunities, is pleased to be working directly within sport at what is an exciting and crucial time.

“I’m delighted to be joining the ASA as it is a governing body with a strong reputation, a rich history and which is excelling in terms of performance both in and out of the water,” said Denny.

“We will be building on the success to date and upping our game in the run up to 2012 through co-ordinated strategies designed to heighten the profile of the sports and drive participation as a key London 2012 legacy.”

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