Her work as the BC Games Society Communications Manager has provided Lia Threlfall with considerable opportunity to utilize her experience in public and media relations, brand management and activation, and sponsorship engagement. Coupled with her many years of volunteer work with the BC Wheelchair Sports Association (2003-2018) and KidSport Victoria (2012-2015) and her work with other sport organizations in the province, Lia is one of the leading communications experts in the sport sector.
Over her fifteen years with the BC Games Society, Lia's impact is significant. She has helped to shape the sponsorship recruitment program for the Games and has been the conduit between the society and its corporate partners. She has guided host society volunteers as they look for ways to highlight the uniqueness that their communities bring to the Games and has worked with them to ensure the BC Games brand is upheld. Lia was instrumental in developing brand assets such as the medals, the BC Games and Team BC websites, the newsletters, and the graphic standards, to name only a few. Lia also developed and implemented the communications strategy for Team BC, leading the development of a refreshed logo, brand assets, and communications processes and materials. She served as the Team BC Communications Manager for the 2015 and 2017 Canada Games.
As a colleague, Lia is a strong support to the staff who work with the volunteers in the host communities. She has created systems that enable her colleagues to support and deliver on aspects of the BC Games brand and brand management. Her longtime love of sport comes through in the passion she brings to her work. Passion, which began as a young athlete who found the sport of field hockey and has been honed over the years as an administrator and as a community coach for her children’s sports teams.
In March, Lia was honoured by the BC Wheelchair Sports Association for her 15+ year contribution to their organization. She was not only presented with an award from the association but was selected as the organization’s 2019 President’s Award Recipient, which was presented at the Sport BC Athlete of the Year Award.
Effective April 25, Lia will be leaving the BC Games Society to take on the Sport Consultant-Event Hosting role within the Sport Division of the Ministry of Tourism, Arts & Culture.
“Lia’s tenure at the BC Games Society has spanned 15 years during which time our marketing and communications work has reached new levels of excellence and our presence within the local, provincial and national sport communities has experienced exponential growth – all due to Lia’s efforts,” said President and CEO, Alison Noble, “We are sad to see Lia leave us but very happy for her new adventure and ecstatic that she will still continue to contribute her knowledge and expertise to the greater sport community.”
Lia’s impact on the BC Winter and BC Summer Games and the society will be long and far-reaching and has set the organization up for continued success in the future.
While she will be greatly missed at the BC Games Society, we know that her skills, talent, experience, and passion for sport will continue to impact the BC sport sector in her new role.