Outside the Olympics:
How to grow fandom in the in-between years

This event is a webinar. To join us, please register using the link provided.

It’s World Athletics Championships season. Britain’s biggest track and field stars are taking their marks in Tokyo. Epic rivalries are being revisited.

But how many people will tune in to watch?

We’re a year on from the Paris Olympics, and the world’s sudden and intense passion for athletics has dwindled, like clockwork, with the four-year Olympic cycle. Swimming, gymnastics, rowing, sailing, climbing, fencing, and other Olympic sports experience the same phenomenon.

While participation may be growing, spectating isn’t keeping pace. Fair-weather fans just don’t show up for the in-between years.

Join us for a panel and working session, where we’ll use athletics as a live case study to diagnose the challenge and, with perspectives from grassroots communities, media, and challenger brands, map out how Olympic sports can grow audiences throughout the Olympic cycle.

We’ll be joined by industry leading professionals:

Chloe Beckett (host)
Senior Director, Boldspace

Rob Wilson
CMO, SOAR Running

Liam Dee,
Community Marketing Manager, Runlimited

Rachel Boswell
Senior Content Writer, Runner’s World

What we’ll be discussing:

• Why participation is up but fandom isn’t keeping pace
• Lessons from the trialling of new event formats
• How grassroots communities can fuel spectator growth
• The role of media and storytelling in building fanbases
• A roadmap for Olympic sports to thrive in a crowded entertainment landscape

To join us, please RSVP below.