TrueGold Communications - delivering a podium performance


TrueGold Communications is a specialist consultancy delivering real practitioner marketing and communications expertise to assist corporations and organisations seeking a podium performance in sport sponsorship.


Founder and Non-Executive Director Michael Cole leads a team of TrueGold experts who provide a specialist 360 service, incorporating high-quality strategic advice, strategy implementation and post sponsorship/campaign evaluation.

With global experience across Asia Pacific, South America, Middle East and Europe, Michael and the team have extensive capabilities in marketing, sponsorship, communications and PR for brands, rights holders, governing bodies and event organisers.

Michael Cole

Founder and Non-Executive Director


Michael, formerly the London 2012 Marketing and Communications Director for BT Global Services, was responsible for activating BT Global Services’ highly successful London 2012 Olympic and Paralympic Games marketing campaign worldwide, as well as being responsible for all operational and crisis communications across BT’s highly acclaimed London 2012 Delivery programme.


Since then Michael has been actively engaged with technology partners for Rio 2016, PyeongChang 2018 and Tokyo 2020 where he worked in an advisory capacity for telecommunications and technology sponsors.


He is currently Chief Technology Officer for the PGA European Tour.

Len Olender

Olympic Client Experience Director


Len is one of the world’s most established client experience consultants in the Olympic family, with eleven Olympic Games in his portfolio. Formerly a director with Sportsworld Group, he is an accomplished diplomat in forming and maintaining relationships with key local partners, suppliers and clients and has been the keystone for over 25 major sponsorship appointments.


He also represents a number of National Olympic Committees worldwide and serves on various global development committees.


Len provides consulting in areas such as sponsor hospitality programme design and activation, transfer of knowledge, and local activation of services as they relate to global events.

Yana Lapitskaya

Sports Marketing & Digital Specialist


Yana is a marketing professional with a passion for sports sponsorship. She has worked with some of the world’s best-loved brands, including Coca-Cola, Procter & Gamble and Canon across such events as the FIFA World Cup, Olympic Games and the UEFA European Football Championship. She has managed top and local partners' sponsorship activations as well as hospitality programmes.


She was also involved in digital media, having led innovative online projects for broadcasters such as Sky Sports, BT Sport and governing bodies including the Association of Tennis Professionals. Yana combines her understanding of the sponsorship and digital landscapes to offer innovative solutions to clients.


Our Services


We understand corporate philosophy and how sponsorship can be fully leveraged to create compelling activation programmes across organisations - whether a rights holder or a sponsoring brand.


TrueGold Communications is therefore uniquely positioned to provide first-class marketing, hospitality, PR and sponsorship advice to its clients with each project personally being overseen by a senior member of staff to ensure the work is delivered to the highest quality. Their extensive corporate experience in this sector, as well as a particular emphasis on major sports sponsorships and global events, enables them to provide fully integrated marketing solutions for TrueGold's clients across a range of sponsorship services including:


  • Sponsorship strategy and programme development
  • Sponsorship rights audit and evaluation
  • Activation planning and budget management
  • Programme evaluation and ROI assessment
  • Detailed marketing operations planning  (including hospitality programmes and budget management)
  • Corporate and operational communications planning (including crisis communications)
  • New business planning, sales enablement and client engagement activation


The working approach will be tailored to suit the individual client’s requirements whilst at all times ensuring a first class service is delivered on budget and on time.

For further information, please get in touch:


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