The International Olympic Committee continues to add new sports to attract younger viewers. Will it work or could there be unintended consequences? These sports lecturers from Deakin University weigh in.
United States' Jeffro battles in a quarterfinal match against South Korea's Hongten for the Breaking B-Boys Finals in the 2024 Olympic Qualifier Series held in Shanghai, on May 19, 2024. Throughout this time, the Olympic Movement has faced many challenges, but what is often overlooked is how it has continually needed to evolve since the first modern games in 1896.
One such difference is their relationship with sport. Generation Z is considered less avid viewers of sports than older generations. This saw the Tokyo games feature a record number of total sports and events , which included the non-traditional sports ofSupport for these new inclusions appears high among the younger generations.
From one perspective, the IOC could learn from the widely studied “new Coke” fiasco, which offers a cautionary tale of well-loved products over-adapting in response to perceived trends. In the same YouGov study we referenced earlier, 36 per cent of Baby Boomers expressed the inclusion of skateboarding made them less likely to watch the Olympics. A similar sentiment was held towards sport climbing and surfing .
Within the Australian population for instance, Gen Z are nearing Baby Boomers in population size. When Gen Z is coupled with its successor Alpha , and Baby Boomers with its predecessor Silents , their shares of the Australian population are now 33 per cent and 24 per cent respectively.
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