Team Scotland has teamed up with market-leading data insights platform ProDataStack to launch a new pilot programme to help athletes inspire the nation ahead of Glasgow 2026.
Team Scotland’s Athlete Marketing Programme will provide marketing support to all selected athletes to help them maximise the opportunity presented by a home Commonwealth Games.
As part of this, Team Scotland and ProDataStack will work directly with 10 Scottish athletes, one from each of the sports featured at Glasgow 2026, to increase their visibility, engagement and followership.
ProDataStack specialises in data-driven marketing and performance insights and aims to help organisations and athletes understand, grow and engage their audiences, brand profile and brand value through analytics, digital tracking and targeted promotional campaigns.
As part of the pilot, which runs until after the conclusion of next year’s Games, each athlete will receive secure access to ProDataStack’s online platform, showing their own data including social media reach, global impact, audience engagement and brand sentiment.
The programme will also include real-time insights and extended marketing support.
The athletes and Team Scotland will also collaborate on social media content, providing insight into their lives and preparations for Glasgow 2026, as well as fan competitions and targeted email campaigns.
Colin Millar, Head of Marketing and Commercial Operations at Team Scotland, said: “Glasgow 2026 offers a unique opportunity for Team Scotland athletes to shine on home soil on one of the world’s biggest sporting stages.
“Through this pilot, we aim to equip them with the data, insights and tools to share their journeys to next year’s Commonwealth Games, connect with fans and grow their personal profiles.
“We are committed to supporting all of our athletes both in competition and away from the field and next year’s Games provides the perfect platform to showcase not only their sporting excellence, but also the inspiring stories and personalities that make them ambassadors for their sports and for Team Scotland.”
Tim Whiston, CEO of ProDataStack, added: “We are delighted to be working alongside Team Scotland on a programme where sport and data converge to help athletes to understand, develop and leverage their individual and collective brand value.
“We’re not just tracking metrics, we’re shaping moments, building legacies, and proving the measurable power of athlete influence. Glasgow 2026 is the perfect stage to demonstrate how data-driven storytelling can change the game for athletes, fans, and brands alike.”
Team Scotland will confirm the athletes participating in the pilot programme later this year.
About Commonwealth Games Scotland
- Commonwealth Games Scotland is one of 74 Commonwealth Games Associations who are members of the Commonwealth Games Federation.
- Commonwealth Games Scotland is the lead body for Commonwealth sport in Scotland, and is the organisation responsible for selecting, preparing and leading Team Scotland at the Commonwealth Games and Commonwealth Youth Games.
- Scotland has competed in every Games since the first Empire Games in 1930 and has hosted the Games three times, twice in Edinburgh 1970 and 1986 and most recently in Glasgow in 2014.
- Scotland’s most successful Games were at home at Glasgow 2014, when Team Scotland won a record 53 medals (19 gold, 15 silver and 19 bronze) to finish fourth on the medal table, closely followed by Birmingham 2022 with 51 medals.
- Working closely with Scotland’s national governing bodies of sport and the sportscotland institute of sport, Commonwealth Games Scotland aims to have the best prepared team possible at every Games, creating the right performance environment and giving athletes every opportunity to excel at the Games, as part of a world class sporting system.
- Commonwealth Games Scotland and its member sports rely on investment, including National Lottery support, from sportscotland, the national agency for sport. CGS also actively seeks additional support for team preparations from commercial partners, fundraising activities and the Commonwealth Games Endowment Trust.
