UK energy company EDF Energy, a tier one sponsor of the London 2012 Olympics, is currently running a TV advertising spot which looks back at Olympic history through flickering black and white newsreel clips.
To modern eyes it is close to hilarious. Not only do the strange caps, long shorts and omnipresent moustaches define the period of each Games, but the events and the way they were staged provide food for thought. One clip, for example, offers a brief glimpse of the standing long-jump while another shows cyclists having to negotiate the hazard of over-enthusiastic trackside spectators.
As the ad makes crystal clear, the Games have changed tremendously over the years but each edition is connected by the thread of a common history founded on what is loosely known as the Olympic Spirit.
The Olympic Games of the late 19th century and much of the 20th century reflected their age; an age in which travel and communication changed beyond recognition and which, in many parts of the world, ushered in a consumer age which offered lifestyle choices rather than simply a struggle to survive.
But here’s the rub. With more money and a greater choice of entertainment and recreation options, sport has found itself under threat. The explosion in digital media worldwide has meant more access to more sport for more people, but fewer young people taking part. The relationship between sport and youth is changing. In many parts of the world it is increasingly vicarious, a relationship played out through super-sophisticated computer games and high definition big screen TV.
Does that matter? Well, in the eyes of some experts it does. They believe that a more passive relationship with sport will ultimately lead to a loss of interest and that within a generation or so, the fabric of sport will be under threat and the health issues associated with a sedentary lifestyle will become an even bigger issue than it is today.
If the Olympic Games are going to survive in this environment it is going to have to build a relationship and relevance with the next generation of competitors, fans and consumers. We asked our experts how this should be done.
Dr. Harvey W. Schiller Former Executive Director, USOC: “We know so many Olympic heroes while the Games are going on, and then pack them away...We have the chance to make those champions come to life every day.”
Mike Lee OBE Chairman,Vero Communications: “Digital media is the crucial challenge. The key will be getting the best out of the opportunities that come with interactive broadcasting, the development of 3D television and social media.”
Chris Russo CEO, Big Lead Sports: “Engagement possibilities for the Olympics in social media and fantasy sports are endless…the creation of games that can be played by avid and casual fans could be extremely compelling.”
Kevin Roberts Editorial Director, SportBusiness Group: “The IOC has not been slow to change when it has been necessary…the addition of tennis, golf and the introduction of the Youth Olympic Games are examples of forward-thinking.”
For the full debate see the latest edition of SportBusiness International published July 1.
