BIRMINGHAM, Ala. - The Southeastern Conference (SEC) is launching its first branding campaign in collaboration with The Richards Group, the SECs agency of record. It Just Means More, a 60-second video, will air nationwide during SEC games, starting Thursday, Sept. 1, when the college football season kicks off.Its a common theme that the SEC is well known for athletic success but there is so much more to the story of our conference, said Greg Sankey, SEC Commissioner. Through our work with the Richards Group we will show the other side of the SEC - one of history, legacy and an overall positive impact on our people, our communities, our state and our nation.The new 60-second spot is the culmination of an 11-day road trip spent gathering shots throughout SEC Country, featuring old barns, old cemeteries and even older libraries. From a small town square in Savannah, GA, to a chartered fishing boat in Orange Beach, AL, the campaign highlights what it truly means to be part of the SEC.The spot is the introduction of an integrated marketing campaign that will also feature print and radio advertising, in-stadium messaging and a social media strategy. While the 60-second spot will air in games involving SEC teams on most ESPN platforms and CBS the first weekend of the season, 30-second versions will air during some ESPN games that originate from neutral sites.Imagine telling the story of the mighty Southeastern Conference, the unquestioned king of college football, without ever mentioning or focusing on a single SEC football player or coach, said Bill Milkereit, brand creative and writer at The Richards Group. We set out to break all the rules of conventional and formulaic conference advertising. We went to great lengths to dig deeper than the clichés and be supremely authentic with respect to SEC tradition, passion and culture.Over 2,900 miles were traveled by van to capture the genuine stories of the SEC. Stories and iconic scenery from each of the 14 universities in the conference are represented in the new work. The famous Toomers Corner at Auburn. The iconic barn off Georgia State Route 15. There are stories of Florida-alumni surgeons who are father and son, three generations of Alabama graduates, a newborn Vanderbilt fan and even a double-majoring graduate student at the University of South Carolina.The story of the SEC is told through the parents of a world-renowned Arkansas athlete, the uniqueness of Big Blue Madness and iconic landmarks on the Missouri campus on graduation day. It is seen in the togetherness of a massive LSU student section and the comparable enthusiasm of a single listener to a dramatic Mississippi State radio call against the backdrop of the Mississippi River.It is seen in the celebration of traditions like Locking the Vaught at Ole Miss, Reveille leading Texas A&M onto the field and the reverence paid to Rocky Top by an enthusiastic gathering of Tennessee followers. All of these stories tie together to support the belief that in the SEC, It Just Means More.To help tell the stories and guide the viewers through the SEC, actress Wynn Everett was identified from among more than a thousand applicants nationwide to be the on-screen ambassador for the campaign. Everett brings deep SEC ties to the role as a graduate of Auburn University and family connections at Vanderbilt, Georgia and Alabama. 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James Dasaolu, the second fastest Briton in history, has been stripped of his National Lottery funding cut for the 2017 season.The 29-year-old, who three years ago ran 9.91 seconds over 100m to rank second only to Linford Christie on the British all-time list, has lost his relay funding, indicating he is no longer in Great Britains sprint relay plans.Dasaolu has paid the price for a poor season in which he could only make the semi-finals of the Rio Olympics before being dropped from the team for the 4x100m final.Bobsledder Joel Fearon, who competed at the Sochi Winter Olympics and this year became the joint third-fastest Briton over 100m by running 9.96secs, is part of the relay set-up, though.The 28-year-old, who finished fifth in Sochi as part of the the four-man bobsleigh team, did not qualify for Rio as his time came too late.The total number of Olympic athletes on top-level podium funding has dropped from 21 to 15 ahead of next years World Championships in London, British Athletics revealed on Wednesday when it released the names of those selected on its world-class performance programmes for 2016-17.Christine Ohuruogu, the former Olympic and two-time world champion over 400 metres, is one of the athletes to have dropped off the podium list. She has been downgraded to relay funding.The 32-year-old failed to qualify for the 400m final in Rio, although did help the relay team win bronze. Afterwards she questioned whether retirement was looming.Injury plagued former 400m hurdler world champion Dai Greene, sprint hurdlers Andy Pozzi and William Sharman, 1500m runner Laura Weightman and 800m runner Andrew Osagie have also lost their podium funding, although Pozzi remains on the WCPP on lower-level podium potential support.American-born 100m hurder Cindy Ofili has been awarded top-level funding after finishing fourth at the Rio Olympics.Dasaolu, who has not broken 10 seconds since 2013, despite one wind-assisted run this summer, was relegated to relay funding last year and has now seen his funding removed completely.ddddddddddddFearon is not part of the WCPP as he is already a member of the British Bobsleigh equivalent, but will link up with the relay squad.The same is true for United States-based Nethaneel Mitchell-Blake, who last year ran 19.95s for 200m. The 22-year-old is also part of the relay squad, but not the WCPP as he is still at college at Louisiana State University.British Athletics performance director Neil Black said: 2016 was an excellent year for the British Athletics teams at both the Olympics and Paralympics, winning more medals in Rio than in London 2012.But we are now at the start of a new Olympic and Paralympic cycle, so we need to build a team that is focused towards further success and improvement at Tokyo 2020 -- our selections reflect this.With a core group of established athletes and a large group of young and emerging talent, this is an exciting time for British Athletics.As ever, the athletes selected will be expected to fulfil tough performance criteria throughout the next cycle, but our immediate focus is firmly on winning medals at London 2017 next year.To have both World Championships in the UK, in the same year, is just incredible. It will be a once in a lifetime opportunity for British athletes to be crowned world champions and become world medallists on home soil, and I expect a number of those selected on this years WCPP to grasp that opportunity.British Athletics WCPP is funded by the Lottery through UK Sport, with selection based upon the potential to win medals at an Olympics or Paralympics.In addition to the 15 athletes on the Olympic podium programme, there are 23 on the Paralympic one.Twenty-nine athletes are included on the Olympic podium potential programme, with 24 joining the Paralympic equivalent. A further 27 athletes are funded as part of the relay squads. ' ' '