How to turn sports passion into movement

The Olympics and Paralympics in Paris are currently driving major excitement, what can we do to turn inspiration into passion for movement? We can reflect on the known successes, such as the growth in women’s football participation in Australia derived from the 2023 FIFA Women’s World Cup and learn from past failures. We can draw on our innovative selves to reconsider how else to convert public adoration into participation.

Control the Media and Marketing Narratives

For this reason, she jotted down a few thoughts to get the ball rolling.

Relatable Athletes:

• Make athletes relatable: Studies show that athletes’ profiles can deter participation when the perceived ‘competence gap’ is too large. However, we can tell their stories in a way that resonates with everyday people, portraying them as approachable and relatable.
• Shift focus from winning to joy: Expand the PR focus beyond winning and athletic performance. Emphasize the ‘sheer joy and liberation of the movement’, the ‘empowering feeling of pursuing a dream’, the ‘resilience in chasing down a goal’, and the ‘thrill of being a team member’. These experiences keep people engaged in sport beyond the point at which they realise they aren’t a part of the elite or talented few.

Enable Accessible Participation

 Inclusive Introductory Activities:

• Create and promote simple introductory activities: Develop and promote introductory activities where anyone can experience success. These could be simple drills or movements that people can try at home, in local parks, or backyard pools—anywhere free from the pressure of comparison. These activities should inspire confidence, joy, and curiosity to explore more.
• Olympics/Paralympics nights: Organise community events to watch specific Olympic/Paralympic events in your field and enable attendees to try the activity. This communal experience can spark interest and participation, striking while the iron’s hot.

Impact of Sports 2024

The global physical inactivity crisis is real. Our duty as an industry is to inspire a healthy and active lifestyle. That's why we're dedicating a new content series to the Impact of Sports.

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Enhance Accessibility and Findability of Sports

Capacity Building:

• Support sporting industry preparedness: Support sports partners to ensure community sports settings (schools, clubs, facilities) are prepared to reach, involve, and support new participants. Missed opportunities to capitalize on inspiring events often occur due to a lack of available places, leading to potential participants being turned away or waitlisted.
• Expand inclusion and accessibility initiatives: Partner with community organizations to enhance inclusion and accessibility programming, coaching capacity, facility access, and volunteer support to provide a great experience for every new member or participant, from the start.
• Free-to-try initiatives: Promote initiatives that don’t require upfront investments in memberships, equipment, or coaching fees, especially during times of economic strain.

 Non-Competitive Options:

• Develop non-competitive varieties: Create or promote versions of sports focusing on fun, socialization, and the joy of movement. Competitive sports can lead to feelings of failure for many, acting as a detractor for longer-term engagement.

 Community Collaboration:

• Engage local stakeholders: Collaborate with local communities and stakeholders to generate widespread awareness. Partner with local governments, schools, sports clubs, and community organizations to maximize value, reach, and social impact.

Read more: Harnessing major sports events for social and economic growth

 Leveraging Multicultural Aspects

Cultural Connections:

• Celebrate multiculturalism: Paris 2024 offers millions of people worldwide to be inspired by their home country’s performances, celebrate global sports, and connect through shared experiences. Can your company be that point of connection?

By strategically controlling the narrative, making sports and physical activity more accessible, and leveraging the multicultural aspect of the games, we can position events like Paris 2024 as a catalyst for growing sports participation and physical activity.