This post includes links to our pre-Olympics coverage. It's not a preview of the games, but rather a look into the future of Olympic Fandom.
Two main pieces of content. the first is an article on substack (fanalytics.substack.com) that takes a deep dive into Olympic Fandom.
Olympics Future Fandom Summary
The Olympics is the preeminent international sporting event with a unique history that embodies the purity of sport and global cooperation—that’s the branding, at least. More accurately, the Olympics are a unique sports entertainment event that leverages underpaid athletes and national identities to create one of the foremost sports-based advertising platforms.
Assessing Future Olympic Fandom is primarily an exercise in balancing the Games’ historical brand strengths with its current structural brand-building weaknesses. The forecast for Olympic fandom is that it will be smaller but increasingly valuable. The Olympics can create a valuable audience by reaching a large collection of diverse sport-focused and demographic segments.
The key to Olympic Fandom is the Olympics and its partners (sponsors and media) making the right marketing decisions. The Games need to develop programming that allows it to develop fandom in off-years and across multiple sports. Programming that continually promotes and builds narratives around likely Olympic stars would strengthen the Olympics' role as a platform for reaching a collection of sports-focused global audiences. The Olympics needs to continually develop stars and compelling narratives across its core sports, like Track and Swimming, and opportunistically do the same in minor sports, like fencing and archery. It is a doable proposition as the Olympics enjoys massive support from media and marketing partners, but the Olympics will need vision and new structures to make it happen.
The full article is posted HERE on our substack (fanalytics.substack.com).
2. The Podcast
In this episode of the Fanalytics podcast, the host delves into the future of Olympic fandom, examining its current state and potential evolution. The discussion outlines the strengths and weaknesses of Olympic fandom, emphasizing the paradoxical nature of its widespread appeal yet diminishing viewership. The episode is structured in three parts: the foundation of Olympic fandom, the 'WILD' framework for analyzing fandom, and the impact of demographics, technology, and marketing on future trends. Key points include national identification, the historical and narrative richness of the Olympics, and the potential for leveraging fragmented media to reach diverse audiences. The host highlights challenges like maintaining continuous engagement and attracting younger generations while underscoring the role of powerful brand partners and media in shaping the future of Olympic fandom.
Get the Podcast HERE
Or on Youtube (Here)
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The argument brings to light the paradoxical nature of Olympic fandom's massive following
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