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7_1_Short_Paper__Youth_Olympic_Games_Awareness___An_Analysis_of_Parents_of_Elite_Youth_Sport_Athletes..pdf

7-1 Short Paper: Youth Olympic Games Awareness

Intention:

The intention of the International Olympic Committee (IOC) to start the Youth Olympic

Games (YOG) was to attract the younger audience during a generation that the article states are a

generation of increasingly overweight and inactive adolescents. This was due to a decline in

viewership by the younger audience over the years and the fear that this decline in views

amongst the 18 to 49 age group would affect the brand of the Olympics. Gilert Felli who is the

Executive Director for the IOC’s Olympic games states that some schools have got rid of sports

from their school and physical education class because they feel it doesn’t provide much value to

the importance of sports or a healthy lifestyle.

Positions:

The IOC positions the YOG differently than the summer and winter games by only

focusing on the youth and helping reduce child obesity and increasing their participation in

sports. In addition to helping the younger generation increase their participation in sports the

IOC hope this will also help attract more adolescence to the Olympics and decrease the age in

their audience. The main target age for the YOG is 14 to 18 years old, which is the most

important age to change an adolescent mind to something because of how easily influenced they

are at that age. The creation of the YOG has also allowed the IOC to expand into different host

sites and hold benefits for the summer and winter Youth Olympic Games.

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Emerging Issues:

The emerging the IOC must address for the future as it relates to the YOG is the

awareness of the event through SNS and the media. The use of SNS allows the sports audience

different ways of communicating and interacting with the numerous sport events and being able

to report faster with texting. This tool also allows people to connect with their friends and share

information to each other. The media is important to the IOC because they are used to promote

and adverting the YOG to a large audience, which would be difficult if the IOC had to do this

themselves while still struggling to reach their targeted younger audience. My strategy to solve

this problem would be to use the SNS more to promote the YOG since in 2014 the data showed

during the YOG in Najing, China where the awareness and the interest in attending the event

were linked to the use of both the SNS and the media.

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References

Judge, L. W., Lee, D., Surber, K., Bellar, D., Petersen, J., Ivan, E., & Jung Kim, H. (2013). The

Promotion and Perception of the Youth Olympic Games: A Korean Perspective. Journal

of Research, 8(2), 12-18. Retrieved February 10, 2019, from

https://files.eric.ed.gov/fulltext/EJ1034017.pdf.

Li, M., MacIntosh, E. W., & Bravo, G. A. (n.d.). Chapter 13 International Youth, School, and

Collehiate Sport. In International Sport Management (pp. 283-297).

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