Paula Radcliffe has joined forces with advertising company Seedtag, fronting the global Summer of Sport campaign, which aims to 'help brands understand how their Contextual AI can leverage heightened interest around sporting events to maximise the results on their advertising campaigns'.

The campaign, which runs over the course of the Tokyo 2020 Olympics, will also include videos focusing on the top six values of sports, and the British long-distance runner will speak about the core values athletes rely on to be successful. Global Events and Activations Manager of Seedtag, Nicol Flores, commented 'Paula Radcliffe is one of the finest athletes of the 21st century and an incredible role model. We couldn’t think of anyone more befitting for our Summer of Sports campaign than Paula, who perfectly encapsulates all six of the top sporting values'.