The true embodiment of human spirit and endeavour, competition and friendship, the Olympic Games is the greatest sports show on earth. It unites nations, inspires generations, is a source of good, hope and pride. It is a celebration of sport.

Team GB is one of the best-loved sports brands in the UK and for the 2020 (2021) Olympic Games in Tokyo Team GB Live was created to create a defining Olympic experiences with Team GB fans.

More than just access to events, Team GB Live was about uncovering the true meaning of the Olympic ideal through a ticket-only and supporter travel programme with exclusive access to athletes, the inner-workings of the team and the legends that have reached the Everest of their careers.

The contract was held by Sports Travel & Hospitality (STH) but as one of two shareholders in the STH business, and being licensed and bonded travel experts, Mike Burton’s involvement is in the sales, marketing, operational and customer delivery of the travel programme, set new boundaries in Olympic fan travel.