Following Team GB’s record-breaking showing at Rio 2016, the British Olympic Association (BOA) has extended its contract with official ‘Out of Home partner’, Ocean, in a deal which will run past the next Olympic Games in Tokyo in 2020, according to reports in The Drum.

Ocean brought Team GB Olympic video content to its 98 digital screens over the Rio Olympics, and broadcast over 20,000 hours of video to the public. And clearly that strategy is being seen as a success.

The new deal, given it will run until the next Olympics, will take in the Winter Games in Pyeongchang, and build up to the next games over the next four years, according to BOA chief executive, Bill Sweeney.

“We enjoyed a hugely successful partnership with Ocean Outdoor during Rio 2016 and this is a significant opportunity to build on this momentum and success to date,” he said. “Renewing now allows us to ensure that Ocean form part of our marketing strategy and play an integral role, not only during forthcoming Summer and Winter Games, but during the four year Olympic cycle as a whole.”

Tim Bleakley, the chief executive of Ocean added, “This extended partnership not only gives us access to real time Olympics action from Games to come as it happens, but compelling collateral from the Olympics archive.”

Building on the successes of Team GB is not an easy task. The Olympic Games seems to capture the hearts of the nation for a few weeks every four years, and fade into happy memories until the next games, rather than generating long term support for sports like athletics, rowing and cycling where Team GB have excelled over the past two Olympics.

That seems to be what the BOA is now looking to rectify. At Rio, Team GB surpassed their medals target with ease; it was the most successful Olympic Games for Great Britain since 1908, and more medals were won by GB than at the London Olympics four years previously. And even after the buzz, the success and the pride, Olympic sports will still likely see their support wane until next time.

Marketing strategies are vital to the BOA’s ability to capitalise on its popularity at this point. The next games are two years away, but winter games are less strong for GB, and interest is usually lower.

And perhaps this is the start of a strategy to bring Olympic sports to the public’s attention in non-Olympic years, a chance to boost the numbers of viewers and interested parties, beyond just getting people involved in playing – which is important, too. Maybe we’ll see the content beamed more and more across social and digital media over the next few months.