Athletics wants to continue to inspire young fans for their disciplines. The world association sees itself in a “race against time” – and wants to break new ground in order to remain relevant.
Athletics is one of the most traditional sports in the world. But it is closely linked to the Olympic Games. Between two editions of the Summer Games, it plays a much smaller role in media perception.
In athletics, however, there are strong characters, and the athletes repeatedly deliver spectacular performances. There are plenty of sporting success stories and dramas throughout the year. The world association World Athletics has therefore long been asking itself: How can we sell these services better in order to get young people excited about athletics?
head of the world association Coe: Others leisure offers more important for young people
Shortly before the World Cup in Budapest, Sebastian Coe was elected president of the world association for the third and last time. Then he spoke warning words. Athletics is in “in a race against time”to play a lasting role in young people’s lives. “It’s not a race against other sports”said Coe – alluding to the many leisure activities for young people outside of sport. “It’s a race against all the other outside influences that are taking up people’s time. And those are – honestly – in some cases more exciting and more relevant to their lives.”
Formula 1 carded her business model radically around
In motorsport, Formula 1 faced very similar questions. With the entry of an investor, the business then changed radically. For example, Formula 1 has been alienated from the USA for a long time, but the premier class of motorsport is now firmly established there. While there was only one race in the USA in 2021, there were two the following year – and in the current season there are three in Miami, Austin and Las Vegas.
A Netflix documentary gave Formula 1 a push.
One aid for Formula 1 was the start of the documentary series “Drive tot survive” on the Netflix streaming service. This brought the racing series closer to young sports fans. A fifth and sixth season have long been planned. For this purpose, Formula 1 made numerous rule changes. And: You intensified your presence in the social networks. With success: interest in Formula 1 increased.
Golf (“Full Swing”) and tennis (“Break Point”) also tried to inspire people with documentary series. Series are therefore an opportunity to offer the characters and stories from the sports world another, contemporary media stage.
World Association also wants to rely on documentary series
A path also for athletics? World Association President Coe has already announced that he also wants to play the Netflix card. Initially, a six-part series is planned about the Olympic Games in Paris 2024, in which athletics will logically be an important part. And the world association currently has such a product in production.
World Federation President Sebastian Coe wants to get young people interested in athletics.
Are disciplines exchanged?
But for lasting success and an increased interest in athletics, it will probably take much more than a streaming series. Individual disciplines are therefore also up for debate – and this is where the conflicts begin. For example, traditional disciplines could be pushed into the background. Cross-country running, on the other hand, will be part of the Olympic program in Los Angeles in 2028. Coe announced that the association would explore which disciplines are successful – and which are not.
A first pointer is the Diamond League, which was shortened from 32 to 24 core disciplines in 2020. Many disciplines such as the triple jump or the discus throw are hardly used there anymore. This has already caused controversy because several athletes felt ignored when their sport was realigned.