Home > The IOC > XIII Olympic Congress - Copenhagen 2009

XIII OLYMPIC CONGRESS Copenhagen, 3 - 5 October 2009

   

OVERVIEW

   

Athletes

   

Structure

   

Youth

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.

 
PLENARY SESSION
DISCUSSION SESSIONS

1) A NEW MANAGEMENT OF SPORTS RIGHTS

2) HOW TO INCREASE THE SIZE OF THE SPORTS AUDIENCE?

3) COMMUNICATION WITH STAKEHOLDERS IN THE DIGITAL AGE