Sport needs a strategy that prioritises the audience

I believe that sport needs a strategy that prioritises the audience. It's crucial to understand and adapt to what the audience wants - this is key to the success of all sports. This is not just about filling seats in stadiums or increasing viewership numbers; it's about creating a deeper connection with fans. Understanding their preferences, behaviours, and expectations allows us to tailor experiences that resonate with them, fostering loyalty and engagement.

If I am privileged to be elected president, my first actions will be to involve IOC members more in shaping the future of the movement, prioritise sport and the value of athletes, and promote and protect women's sport. The involvement of IOC members is essential for a more democratic and inclusive decision-making process. Prioritising sport and athletes ensure that the core values of the Olympic movement are upheld. Promoting and protecting women's sport is non-negotiable; it is crucial for achieving gender equality and empowering female athletes.

Any movement is in danger if the right decisions are not made. And for the Olympic Games and the Olympic Movement to have the future we want them to have, we have to act on a range of issues. Together and now. This means addressing challenges head-on, from governance and transparency to sustainability and inclusivity. It requires a collective effort from all stakeholders to ensure that the Olympic movement remains relevant and impactful.  The commercial landscape is not changing.  It has changed.  I know because it has been my business for the last three decades.  We have to change as we have done at World Athletics which resulted in an increase in our revenues of over 25% in the last four years.

Ensuring the legacy of host cities is vital. For example, and something I am especially proud of, is that the London 2012 Olympics led to significant urban development and long-term benefits for the community. The legacy of the Games should not be an afterthought but a central part of the planning process. It involves creating infrastructure, opportunities, and programs that benefit the host city and its residents long after the Games have ended. This approach not only justifies the investment but also leaves a lasting positive impact.

What is certainly moving at an incredibly fast rate, and that I didn't have to think about much in 2012 is AI. Artificial Intelligence has the potential to help attract a younger audience, drive intelligence-led testing, and identify talent, especially for smaller National Olympic Committees and International Federations. AI can revolutionise the way we engage with fans, making sports more accessible and interactive. It can also enhance the integrity of sports through more effective testing and help identify and nurture talent in regions with fewer resources.

Hosting events in countries with questionable human rights records is a complex issue. Sport can highlight and address these issues, and it's important to have inflexible conversations with political leaders about their human rights records. While sport has the power to bring people together and promote positive values, it also has a responsibility to uphold ethical standards. This means making tough decisions about where to host events and using the platform to advocate for human rights and social justice.

In conclusion, the future of sport depends on our ability to prioritise the audience, make informed and inclusive decisions, ensure lasting legacies, leverage technology, and uphold ethical standards. By addressing these key points, we can create a more vibrant, inclusive, and impactful sports landscape for generations to come.

All of these points were discussed in a recent conversation with @Marca - see the video here.

‍