To achieve maximum success an athlete must deliver excellent results, create an active relationship with society and become a positive role model, first and foremost for young people. Naturally, the athlete's focus on sporting objectives will put time constraints on the other aspects and therefore these must be carefully managed, ideally with the help of the athlete's support team. This role leads to tasks and responsibilities that go beyond physical, technical and mental preparation and calls for a way of working and organisation that might be seen as revolutionary in the world of sport. The author describes how Team75plus, the support team behind Gerd Kanter, the 2008 Olympic Champion in the discus, has developed an ideology and system of communication with the public and specific target groups that have helped to establish Kanter as one of athletics' top ambassadors, both in his native Estonia and internationally. He gives an overview of the team's guiding principles, starting with "Fair Play", the message format and the communications means to support the shored goal of reaching the top. The concept developed by Team75plus was awarded the top prize in the 2010 European Athletics Innovation Awards.
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