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Youth Perceptions of the Olympic Games: Attitudes Towards Action Sports at the YOG and Olympic Games

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Youth Perceptions of the Olympic Games: Attitudes Towards Action Sports at the YOG and Olympic Games Youth Perceptions of the Olympic Games: Attitudes Towards Action Sports at the YOG and Olympic Games Associate Professors Belinda Wheaton and Holly Thorpe University of Waikato, New Zealand Final report for The IOC Olympic Studies Centre Advanced Olympic Research Grant Programme 2015/2016 Award June 2016 ABSTRACT The IOC faces a significant challenge, that is, how to stay relevant to contemporary youth amid changing sport participation and consumption patterns and growing competition from mega-events such as the X Games. This project critically examined youth perceptions of the relevance and significance of the Olympic Games, and the Youth Olympic Games. It focused particularly on the attitudes of participants in newer, action sports (i.e., skateboarding, surfing, BMX, snowboarding, parkour, kite-surfing), as well as the cultural processes leading up to and following the short-listing of surfing, skateboarding and sport climbing for the Tokyo 2020 Olympic Games. Online surveys, media analysis and interviews provide rich and nuanced insights into the experiences, attitudes, opinions, debates and politics that influence youths’ current and future participation in, and consumption of, the Olympic Games. Ultimately, this project reveals generational differences in attitudes towards action sports inclusion in the Olympic Games, as well as changing perceptions among those working most closely with the IOC to prepare their sports for possible Olympic inclusion. Furthermore, this report highlights the power and potential of action sports inclusion into the Olympic Games and Youth Olympic Games, as well as some of the ongoing and new challenges for such significant changes to both the infrastructure of action sports cultures and industries, and to the transforming landscape of Olympic sport. KEY WORDS Olympic Games, Youth, Action Sports, Lifestyle Sports, Youth Olympic Games, Tokyo 2020 Youth Perceptions of the Olympic Games: Attitudes Towards Action Sports at the YOG and Olympic Games Page 2 EXECUTIVE SUMMARY This project critically examined youth perceptions of the relevance and significance of the Olympic Games, and the Youth Olympic Games [YOG]. It focused on the attitudes of participants in action sports (including skateboarding, surfing, BMX, snowboarding, parkour, kite-surfing), and explores how action sport cultures have responded to the short-listing of skateboarding, surfing and sport climbing for the Tokyo 2020 Olympic Games. Three methods were adopted. 1). An online survey targeted the attitudes and opinions of recreational action sport participants and core/lifestyle participants. The survey was available in 9 languages (Arabic, English, Portuguese, French, German, Chinese (x2), Spanish and Japanese) and attracted responses across 51 different countries from all continents. 2). Media sources were collated covering the possible or past inclusion of action sports into the Olympics. The majority focused on shortlisting for Tokyo 2020 and were published in online action sport magazines, with extensive dialogue among readers in action sport related online forums. Cultural media, such as niche magazines and websites, are particularly influential in communicating attitudes and value systems within and across action sport cultures. This method therefore targeted the voices from the ‘core’ participants and the industry. A total of 655 articles were analysed thematically to identify core themes and debates within and across sports. These issues informed our interviews and overall thematic analysis. 3). Semi-structured interviews were conducted with 25 key individuals in the action sports industries, focusing on the sports short-listed for Tokyo 2020 (surfing, skateboarding and sport-climbing) and kite-boarding for the YOG 2018. The interviews revealed the perspectives of those in action sporting industries, and those directly involved (or implicated) in the processes, including action sport journalists and photographers, federation members, past and present athletes, coaches, agents and event organizers. The interviews were conducted with the aim of understanding the cultural attitudes and debates within each sporting culture, and the processes involved in preparing these particular action sports for possible Olympic inclusion. The interviews provide rich insights into the experiences, attitudes, opinions, debates and politics that influence youths’ current and future participation in, and consumption of, the Olympic Games. They were analysed thematically and trends across sports identified. The project provided a wealth of data, some of which is summarised below. Our survey revealed that; There is considerable interest in action sports inclusion into the Olympic Games: 60% of the survey participants thought that the inclusion of most action sports was a good idea, and would probably lead to them watching more of the Olympics. However, they also have concerns about how action sports are being represented. However while action sport participants are avid sport media consumer, they have not to date been inspired by the YOG. Skateboarding was clearly the most popular sport for Olympic inclusion, suggesting it’s broader cultural significance and central role within the action sports community. Generational differences were evident: under 20s where most enthusiastic about action sports being included in the Olympics: 80 per cent of under 20s supported it. There were also gender differences and national difference that warrant further research. Our interviews and media analysis highlights the power and potential of action sports inclusion into the Olympic Games and YOG, as well as some of the ongoing and new challenges for such significant changes to both the infrastructure of action sports cultures and industries, and to the transforming landscape of Olympic sport. Youth Perceptions of the Olympic Games: Attitudes Towards Action Sports at the YOG and Olympic Games Page 3 There is huge potential in action sports to attract youth audiences and change global perceptions of the Olympics. But, including action sports can’t be a simple process of inclusion within existing models. It must be done with respect and understanding for what makes these sports unique (i.e., cultural dynamics, values, style). Each sport has its own specific issues when working towards Olympic inclusion, including relationships between International and National Federations, the action sports industry, and the culture more broadly. Interviewees expressed uncertainly about funding following Olympic inclusion, and predicted politics for the flow of resources. This project reveals generational differences in attitudes towards action sports inclusion in the Olympic Games, as well as changing perceptions among those working most closely with the IOC to prepare their sports for possible Olympic inclusion. Opportunities for self-governance and trust in the international federations will be key for core participants ‘buy in’, and thus long-tern sustainability Our results signal important areas for further research, including national differences in perceptions of action sports inclusion into the Olympic Games; the perceptions of youth, and particularly children; mainstream audiences responses to action sports inclusion in Tokyo 2020 Olympic Games; the processes following the final announcement in Rio 2016 as to action sports inclusion into the Tokyo 2020 Olympic Games, including responses from the broader action sports cultures, changes within action sports infrastructure, and new challenges facing International Federations; and the effects of Olympic inclusion on gender diversity and global growth and development of action sports. Key Recommendations As the IOC continues to consider new activities for inclusion (e.g., parkour, BMX freestyle) in the Olympic Games and YOG, it needs to recognize that the governance structures of these sports differ from most traditional sports, and those with the most insights and knowledge may not be housed within the expected sporting infrastructure. We encourage the IOC to continue to work with action-sport specific federations (in contrast to fitting within existing IFs that may not understand and respect the unique cultural value systems and be aware of the important issues within these sports). While this will involve considerable effort (and mentoring and support) to help them learn the rules and regulations required of Olympic sports, we feel this approach has the best chance of getting ‘buy in’ from the core of the cultures, and thus longer-term sustainability of these activities within the Olympic Games. We recommend that there will be important research following the announcement in Rio 2016 to Tokyo 2020. As signalled in this report, as this news is received the International Federations will take on new roles and responsibilities working with national federations, athletes and coaches. We anticipate that these processes will be complex and political, and much can be learned from this process for future action sport inclusion into and success at the Olympic Games. Youth Perceptions of the Olympic Games: Attitudes Towards Action Sports at the YOG and Olympic Games Page 4 TABLE OF CONTENTS Abstract ............................................................................................................................................. 2 Keywords .......................................................................................................................................... 2 Executive Summary..........................................................................................................................
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