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More than 1,200 Olympic and Paralympic athletes are funded by UK Sport


(DCMS), and works to support the UK’s top athletes in maximising their chance of success internationally. The role of Morton and his team is both to help in the bidding and staging of major sport- ing events in the UK and to work on developing the UK’s international sport- ing relationships.


A CAREER IN SPORT Morton has worked for UK Sport for seven years. Before that he spent six years with the International Badminton Federation (now the Badminton World Federation) in a number of roles, finish- ing as head of marketing. Despite having spent his entire career


working in sports, Morton says he never set out to do so. “I did a degree in Political and Ancient


History at Keele University and then a Masters in International Relations at Warwick University, and really I just wanted an international-style job,” he says. “I applied for internships at sev- eral organisations including the United Nations, then a friend, who was a direc- tor at the IBF, asked if I’d ever thought about working in international develop- ment through sport.” Morton joined UK Sport as a major


events consultant, advising governing bodies about issues surrounding the staging of major events. In June 2011 he was promoted to director of Major Events and International Relations. “Ever


Issue 1 2013 © cybertrek 2013


Record levels of investment helped Team GB win 65 Olympic medals


since I worked for the IBF, I’ve always had a passion for international sports politics,” says Morton. “To be formally looking after the UK’s strategy to build international sporting relations is pretty special, and a good challenge.”


THE GOLD EVENT SERIES The latest challenge for Morton and his team comes in the shape of the Gold Event Series, a campaign unveiled in No- vember 2012 by UK Sport and the DCMS. The Gold Event Series will see £27m of National Lottery money invested in bringing more than 70 international sporting events to the UK by 2018. “For a long time, people have talk-


ed about the golden decade of sport in the UK, with the 2012 Olympic and


Paralympic Games, the 2014 Common- wealth Games in Glasgow, and all the other amazing events taking place across the UK,” says Morton. “We wanted to formalise this, and


start to promote this incredible package of events. We now have these amazing assets – these iconic new venues – and we want to use and exploit them. We have a stable of world-class events tak- ing place in the UK, and a public that wants to see more amazing sport after the Olympics. The Gold Event Series is acting as a vehicle to package these events, as well as a support programme for the national governing bodies bid- ding for and hosting them.” Although the campaign has only re- cently been announced, UK Sport has


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