Ftsis 08: London 2012 Must Engage Youth

Hugh Robertson MP, shadow minister for Sport and the Olympics, told those at The FT Sport Industry Summit 2008 in association with the Honda Racing F1 Team’s earthdreams programme that the current government is not doing enough to engage communities in preparation for London 2012.

Robertson stressed the importance of delivering legacy, saying, “one of the ways to do this is through enabling young people through sport.”

Mike Lee, CEO of Vero Communications, agreed, saying that the importance of engaging youth on the way to the Games and during London 2012 is even more important after Beijing, which saw an audience improvement in the demographic. He credited this to the rise of digital activity and suggested companies take advantage of this concept. “Link the spectator to the information,” he said, adding this could be done by using technology such as hand-held devices.

Dave Gordon, who has led editorial of the Olympic Games for the BBC in Sydney, Athens and Beijing, also commented on the importance of the young audience for the upcoming London Games. “What we learned from Beijing is to look at media opportunities, look at young audiences who don’t necessarily watch TV anymore,” he said.

Michael Payne, former head of Marketing/Broadcasting for the IOC explained that London can engage communities by promoting the Olympic atmosphere outside the venues as well as within and after the Games as well as during. “If there’s one thing London can do it is creating an environment outside as well, with street festivals.” He added that this is where sponsors can take advantage of London 2012.

When asked what was being done to increase the ‘cool factor’ to draw more youth, Paynesaid that that was where the IOC was facing challenges and where it was working to improve.