The digital revolution
Keynote speaker Martin Sorrell, CEO of the WPP Group urged the delegates at the XIII Olympic Congress to use digital technology to reach out to young people across the world. He explained the huge impact of mobile communications technology and called on the Olympic Movement to promote Olympic values in a dynamic and attractive way.
Martin Sorrell believed that the Olympic Movement should remain true to its values and look for new ways to share them with young people. His solution was simple, “Let the children play”. Additionally, Sorrell recommended giving “content to youth in formats they want – short and fast, customisable and easy to share” as well as extending “the franchise through music and cultural partnerships to leverage fresh support and momentum, and learn from today’s successful reality television shows.” He also recommended better utilising the new generation of sporting heroes such as Usain Bolt to make the Olympic Games more attractive to young people.
For their part, delegates recommended creating a Ditigal Task Force to help National Olympic Committees, International Federations and other Olympic bodies to promote Olympic values and sports practice through new media and digital technology. They also acknowledged the “digital divide” and advised the Olympic Movement to broaden access to technology.
You can access the texts of each speaker, their presentation (if available) and the video of each session by clicking the links below.
Sir Martin Sorrell Keynote speaker
Tsunekazu Takeda NOC representative
Richard L. Carrión IOC representative
Patrick Baumann IF representative
1) A NEW MANAGEMENT OF SPORTS RIGHTS
John D. Coates, AC Moderator
Ching-Kuo Wu IOC representative
Veda Bruno-Victor NOC representative
Jérôme Valcke IF representative
Marisol Casado Stakeholder representative
2) HOW TO INCREASE THE SIZE OF THE SPORTS AUDIENCE?
Richard L. Carrión Moderator
Juan Antonio Samaranch Junior IOC representative
Norman D. Bellingham NOC representative
Goran Petersson IF representative
Nancy Lee Stakeholder representative
3) COMMUNICATION WITH STAKEHOLDERS IN THE DIGITAL AGE
Alex Gilady IOC representative
HRH Prince Faisal Al Hussein NOC representative
Sarah Lewis IF representative
Anna Hellman Stakeholder representative