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Sports participation & the Olympic Movement

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Kit McConnell, Sports Director of the International Olympic Committee (IOC), presents on the current trends and shifts in worldwide sport, as seen by the IOC.

There has been a cultural shift away from traditional structures like sport at school and at the club; and, possibly as a ...Read more result of technology and the new digital age, people want to personalise their sporting experience – it’s more spontaneous, increasingly more social, and blurs the line with entertainment.

Technology is being used in sport in different ways such as: social media and engaging with sportspeople; a way to compete not just with opponent but a community and self; a way to monitor health; and, even as fitness accessories.

Sport needs to tailor a strategy which takes into account these shifts, providing opportunities for people to interact and customise their own experience of the sport through maximisation of the urban environment (sports venues, interaction and venues at new and exciting places) and using technology to increase participation.