Olympics & FIFA World Cup Voted Most Impactful Events for Young People in Major new Survey for Host Cities Dubai

By Michael Pirrie

Good news for the IOC and FIFA in wake of current and recent sporting scandals, a YouGov poll has found that sports blockbusters such as the Olympic Games and FIFA World Cup make the biggest impression on young people.

The survey results found that almost 9 in 10 young people surveyed say the Olympics or FIFA World Cup made the biggest impact in the past four years.

The survey found however that overall young people are more interested in arts and culture events (six in 10) than sporting occasions (four in 10).

More young people surveyed also wanted more extreme sports such as skateboarding to be included at future major sporting events.

This is also good news for Tokyo 2020 organisers and IOC, seeking to make the sports programme for the Olympic Games more relevant to young people, have shortlisted skateboarding, along with baseball and softball, surfing  and other youth focussed sports for inclusion at the Tokyo 2020 Olympic Games.

The Yougov survey forms the basis of a widely anticipated new report on future directions for major events and host cities, entitled ‘Next Generation Events’ which will be released at this week’s Host Cities Dubai, Embracing Future Events conference.

The Host Cities Dubai conference will be addressed by a line up of leading sports administrators and leaders, including IAAF President and former London 2012 Chairman and dual Olympic gold medalist Seb Coe, who will discuss the need for major events to connect with young people, a key finding in the long awaited Next Generation Events report.

Other high-profile Host Cities speakers include senior representatives from Facebook, Tokyo 2020, Barclays, the Los Angeles Sports Council, PGA European Tour and the International Olympic Committee (IOC); London 2012 Olympic Games Sports Director, Debbie Jevans, London 2012 Communications Director, Jackie Brock-Doyle, and former London 2012 Olympic Games Minister, Sir Hugh Robertson, as well as prominent local figures from the Dubai Sports Council and Dubai’s Department of Tourism and Commerce; and sports personalities.

The new report provides important clues in bidding for some of the world’s biggest international sporting events such as the 2024 Olympic Games, and other major sporting and cultural events, especially for potential host city governments, planners and investors.

The key findings of ‘Next Generation Events’ report, which looks at future directions for major events from the perspective of young people, a key target audience of the IOC’s Agenda 2020 reforms, include:

– Big sporting spectaculars such as the Olympic Games, and FIFA World Cup, still make the biggest impression and impact on the majority of young people surveyed, which is positive outcome for IOC, FIFA, sponsors, and events organisers for whom young people are key targets for sponsor products, broadcast and on-line audiences, and ticket sales.

– Young people however are more interested in arts, culture, and music festivals, highlighting  the range of potential events that cities could look to host beyond major sporting events, and the importance of Olympic education, arts and culture festivals to engage young people in the Olympic movement and values.

– Young people rank cities that are bidding, planning or which have staged the Olympic Games, including London, New York, Paris, Beijing, Tokyo, Los Angeles, Rio and Sydney, very highly as leading host cities.

– Young people want to see more extreme, adrenalin sports, including skateboarding in Tokyo 2020 Olympic Games.

– While the costs of hosting major events is a concern, most young people believe events create positive social and economic legacies  for cities. This is good news for IOC and other peak international multi sport peak governing bodies for whom sustainable host city legacies have become central to the costs and benefits of staging such events; it also highlights importance of securing the involvement of young people and their businesses and networks in support of plans and visions to host major events.

– Young people want to see more established events hosted in new territories and markets. This is also good news for cities in emerging  markets such as middle east hoping to stage more major events, and also highlights the importance of gaining the support of young people in the bidding process to stage major events.

The research points towards future growth in mass participation events, extreme sports, and the convergence of sport and entertainment – with culture and music festivals revolving around traditional sporting occasions.

Zafar Shah, Research Manager, comments: “Major events live long in the memory and provide moments we never forget. They entertain, educate and inspire us – and they bring us together. What this study shows is that in the future, what sets events apart will be their ability to embrace emerging trends in preference, utilise new technology and envisage different, more engaging formats that win over a more switched-on and demanding audience.”

The findings will be discussed at the Host Cities 2015 in Dubai. The summit runs from Wednesday 18 to Thursday 19 Novemberand sees industry experts gather at Fairmont the Palm under the theme ‘Embracing Future Events’ to identify trends in strategies for bids, engagement, sponsorship and funding that can be applied to different event types, budgets, cultures and geographies.

High-profile speakers over the next few days include senior representatives from Facebook, Tokyo 2020, Barclays, the Los Angeles Sports Council, PGA European Tour and the International Olympic Committee (IOC); London 2012 Olympic Games Sports Director, Debbie Jevans, London 2012 Communications Director, Jackie Brock-Doyle, IAAF President Seb Coe, and former London 2012 Olympic Games Minister, Sir Hugh Robertson, as well as prominent local figures from the Dubai Sports Council and Dubai’s Department of Tourism and Commerce; and sports personalities.