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TEAM GB’S OLYMPIC TRIUMPH PROVIDES SHOT IN THE ARM FOR RETAILERS
As the curtains fell on the Paris 2024 Olympics, the echoes of Team GB’s shooting success continue to resonate, not just in the annals of sports history but also across the corridors of commerce. With Team GB athletes excelling in shooting events, a strategic opportunity emerges for retailers to harness this Olympic glory to boost consumer engagement and sales.
Beretta, distributed in the UK by GMK, demonstrated its dominance at the Olympics. With a staggering 54.2% of the 118 shooting participants opting for Beretta shotguns, the brand’s presence was unmatched. Models like the 682, 692 and the celebrated DT11 were the choice of champions, with the latter being instrumental in securing 14 of the 15 medals awarded in shotgun disciplines.
This overwhelming success, spearheaded by athletes Nathan Hales and Amber Rutter, who brought glory to Team GB, winning a gold and silver medal respectively, presents a unique marketing opportunity for retailers. The narrative of triumph, aligned with high-performance Beretta products, is ripe for storytelling that connects with customers on an aspirational level.
Robert Frampton, brand director at GMK, told Gun Trade Insider: “I met Nathan as a young boy thanks to Chris Potter of Chris Potter Country Sports. Nathan started shooting with his father and came to Chris for advice as many aspiring shooters have. It was Mr Potter that spotted Nathan’s talent, having won both junior and senior shooting competitions, encouraging him into Olympic Trap and introducing him to the wonderful world of Beretta. This is how Nathan became a GMK Beretta-sponsored shooter. With the guidance of this late coach, Kevin Gill, Nathan has turned into an incredible shooter and a sportsman we are proud to have helped. I found watching that final excruciating, knowing the commitment Nathan has given I was willing him to get the gold with every bone in my body. When I received his thank you card it really did mean a lot.
“When it came to the Women’s Skeet final there was a flurry of WhatsApp messages flying back and forth between GMK, Beretta and other sister companies.
FULL STORY: PAGE 04