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Sebastian Coe’s vision for the International Olympic Committee (IOC) presidency is all about modernizing the Olympic movement – and it’s raising eyebrows. The Brit is in the race for the IOC presidency and recently shared his vision for the Olympic Movement in an interview with Frankfurter Allgemeine Zeitung. He delivered sharp insights and bold statements on marketing and media: How can the IOC engage the next generation? Where is sponsorship falling short? And why does the Olympic model need a digital overhaul? Here are the key takeaways:

🏃‍♂️‍➡️  Young people consume sports differently. They don’t necessarily watch an entire 100-meter race – just 40 meters of it. Following the Olympics on WhatsApp and Snapchat? That’s reality! Coe insists: The IOC must finally understand how younger audiences engage with content – and adapt accordingly.

🏃‍♂️‍➡️ The Olympic Channel focuses on long-form storytelling for a handful of athletes. But why? Technology now allows us to spotlight far more competitors. If the Games want to capture young fans, they need to be on their platforms and speak their language.

🏃‍♂️‍➡️ Coe is questioning the traditional sponsorship model. The „TOP Partner Program“ is too restrictive, and brand rights are too rigid. „We need a new approach to revenue streams and broadcasting rights.“ – More flexibility for brands, more innovation in sponsorship. Sounds like a much-needed evolution in Olympic marketing!

🏃‍♂️‍➡️ Then there’s the power structure. Coe wants IOC members to have a greater say in decisions – a shift away from the strict top-down approach. This could bring fresh momentum to the Olympic Movement.

One thing is clear: If Coe wins, the IOC could be in for a major modernization push. But is it ready for this change? As someone who has worked in sports communication for years, I find Coe’s approach refreshing. But is it enough?

📢 An opportunity for the IOC?!!? I’ve seen how sports organizations struggle with modernization – some adapt, others resist. Will the Olympic movement embrace change or stick to tradition? Drop your thoughts in the comments – is Coe’s approach bold enough, or does the IOC need a complete overhaul?

Picture: World Athletics