Sebastian Smith on the importance of the Youth Olympic Games to the future of sport and businesses.
The Singapore Youth Olympic Games is a radical call to action. A rallying cry for young people around the world to take up sport and live active healthy lifestyles, in the face of dangerously sedentary lives and obesity issues.
For the best young athletes, The Youth Games immediately become an inspirational challenge, and they will no doubt be fantastic fun to take part in. You can see the events’ stature quickly building and great stories evolving over time, as athletes competing in Singapore win through to The Games of the future.
The big job remaining, will be to build on the success and experiences of the 3,000+ who have been embraced by the event, to spread the word and inspire even more young people to participate in sport when they return to their homes all around the world.
For companies within the Olympic Family (TOP and national team partners) both the summer and winter Youth Games will be valuable, additional opportunities to promote their message through the Rings, and demonstrate their commitment to the spirit and socially responsible, youth agenda of the Movement. In return, their marketing muscle will be crucially important to building excitement around the event worldwide.
In the UK, for sponsors of London 2012 and Team GB, there is a natural synergy between the legacy vision for London 2012 and Singapore 2010. It’s another stepping stone towards London – creating momentum and another occasion to engage colleagues and customers.
In Singapore, it will be a source of great pride to stage the first Games and interestingly, it provides local businesses who support it with a rare doorway to the iconic Rings and everything positive that they stand for.
Sebastian Smith is the VP and Sr Consultant of IMGs Olympic Marketing Team
