[2] The name was trademarked in September 1999 at the United Kingdom Intellectual Property Office (UK IPO).

"[4] The Team GB brand was used as part of a licensing and merchandising strategy following the BOA's athletes success at the 2000 Summer Olympics in Sydney, Australia.

[5] Bogdanowicz stated that the BOA wanted to "cement the Team GB brand in the minds of the British public".

[18] The Team GB branding has been credited with creating a 'team feel', and direct comparisons were made of the performance at the 1996 Olympic Games in which the BOA's representatives won one gold medal, and the 2000 games where Great Britain and Northern Ireland performed under the Team GB name and returned with eleven gold medals.

[19] Scottish columnist Gerry Hassan commented that "Team GB represents something which is a fiction and an illusion which doesn't correspond with any political form".