Synchro Promotion

Sponsor funds New Elite Senior Team


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Team Spirit (GBR). /Credits: Jura Synchro News 

This may be the start of a new era in synchronized skating.

On Monday February 13, news broke that an additional elite-level synchronized skating team would be formed in Great Britain. There are hundreds of synchronized skating teams from 27 different countries in the world, but unlike the majority of synchro teams, this one promises to be funded with a considerable sponsorship, aiming to attract the most talented and committed skaters, regardless of their financial means.

Every team has its’ challenges, but the strain is especially felt in countries like the UK where there is a severe shortage of arenas and ice time. Logistical and monetary constraints are one of, if not the biggest blocker for teams in reaching their potential.

As a coach, nothing could be more frustrating than this reality.

The new team, set to call Cardiff, Wales home, will be coached by Katrina Cotterrall, head coach and founder of Wales and West Synchronized Skating Club. She previously coached the three-time Senior British Champions, Team Spirit. Cotterrall sees this opportunity as a major breakthrough for the sport and for Great Britain.

“It's what I've always wanted for my synchro teams; to train like athletes, feel like athletes, and be seen as athletes,” said Cotterrall. “The lack of funding and logistics make it difficult to train skaters as elite athletes. This amazing funding opportunity will allow us to put a development program together and start from scratch.”


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Sponsor Viola Group’s Chairman, Chris Hamilton explains the pivotal role sponsorship can play in facilitating an elite-level synchro team.

“If top skaters do not have to worry about money, then surely they can focus on just being there and improving their skills,” said Hamilton. “It is already hard enough for the parents to support their families. This way, the skaters and families can focus on the sport and not worry about the cost.”

Developing a fruitful relationship with a key sponsor can take years to develop, as was the case with Cotterrall and Hamilton. Viola Group had provided some funding in the prior season, and Hamilton approached the coach after The British Championships to discuss his proposal. According to Cotterrall, it was a perfect fit.

“The Chairman's daughter skates synchro, and he's always been involved on a parental level,” said Cotterrall. “He loves attending competitions, and could see that the financial support he could offer would allow us to train more seriously, have further ice time and bring in external coaches/sports professionals to help get the best out of the team.”

The financial support [...] would allow us to train more seriously, have further ice time and bring in external coaches/sports professionals to help get the best out of the team

—  Katrina Cotterrall

The partnership is mutually-beneficial to the team and Viola Group, and Chris feels he has much to gain from this sponsorship program.

“Seeing my daughter skate always brings tears to my eyes,” said Hamilton. “Everytime I see someone in an article of clothing with the Viola brand on it, [there is a] sense of pride.”

And there is even more pride to be found when the brand is worn on top-level athletes.

“Watching teams skate to their very best ability, [knowing] the dedication and commitment that each one of them has had to [find] inside themselves [for] their fellow team members; the sense of duty that skaters feel amongst themselves…” those are the ambassadors that Viola Group will be proud to support.

For Hamilton, synchro fits perfectly into his company’s culture which aims to promote “compassion, consideration and companionship”. Sponsoring the team will certainly have a positive impact on Viola’s brand, according to Hamilton.

“I would say that my underlying driver is getting the brand of Viola out there,” said Hamilton. “Of course, I could use conventional advertising but this was much more beneficial for brand promotion. Viola is currently located in five countries but will increase in global coverage in the years to come. This is a cheeky way for us to get the name out there and at a pace that suits us.”

Understanding the amazing impact synchro can have on an individual skater, Cotterrall understands the game-changing nature of funding from a highly involved sponsor.

“I've seen quite shy skaters flourish when joining this discipline. I’ve watched children grow into strong, confident adults and you can't put a price on that,” said Cotterrall. “My own two daughters skate synchro and seeing them progress in life skills as well athleticism is priceless. It’s a discipline like no other and I'm so excited to see it being supported so widely.”

Team Spirit skater, Sarah Lewis, shares her coach’s sentiment.

“I think for any skater it is a dream come true to be able to have any form of sponsorship,” Lewis said. “I am incredibly lucky that the sponsorship has been invested within my home rink. For all the girls, it is the biggest opportunity we have had in our skating careers and one that can help us excel. Ice Arena Wales (IAW) is a new development, and this has come with an increase in ice costs. This sponsorship will help us overcome all the external barriers for competitions and travel, [and] allow us to be our best; on and off the ice.”

Hamilton believes sponsorship will help this new team reach new heights in synchro.

“[Supporting a high-performance team in Great Britain] means everything,” said Hamilton. “Seeing the Canadian team (Nexxice Senior) skate this weekend in Dumfries just opened my eyes to the level that we need to aspire to. I want to see Team Viola up there on the podium with them.”

The involvement of a corporate sponsor acknowledges a common goal to elevate synchro. Lewis explains the dream of many past and present skaters to see the acceptance of synchronized skating into the Olympics. On the path to making this happen, sponsorship sends a clear signal to the IOC that there is support for this sport.

“The sponsorship will help GB become a team for world class performance. [It] will allow us to promote synchronized skating in more places and competitions, which increases the profile of the synchro community. More teams competing demonstrates growth of the sport.” adds Cotterall.

Sponsorship sends a clear signal to the IOC that there is support for this sport.

—  Sarah Lewis

In the meantime, Cotterrall is working hard behind the scenes to put together a team of elite athletes and elite trainers.

“I will be head coach of the new team. However, I have a fantastic team alongside me including Rhodri Llewellyn, our personal trainer who is [composing] a periodization program for the team as we speak,” said Cotterrall. “I have always believed in bringing in external coaches, so there will also be an on-ice and off-ice choreographer, a sports psychologist and a life coach, as I believe holistic input is important. I have worked with many top coaches/skaters, and hopefully, that will only increase with the financial backing.”

These ‘extras’ are what Cotterrall hopes will make the difference. Her excitement for the new team comes from a long-time desire to see skaters in the UK have the opportunity to train like other elite athletes. Services like holistic care, off-ice coaches and support staff are the elements that are often cut by teams due to their added costs.

“My hope is that it will bring a sense of community, and ignite a passion to make it a success together [as we] grow as 'One Team',” said Cotterrall.

Ultimately, this partnership amounts to great excitement within the synchro community. Not only will athletes of the team be a part of a revolutionary concept of “funded” synchronized skating in the UK, but this model can serve as an example of what can happen when corporations and synchro team up together, to improve both the quality and profile of the sport.

Written by Darcie Dixon, edited by Kristen Loritz and Lisa Miadovnik