POSTED: August 14th 2010

Q&A: Social media holds key to YOG marketing success, says Wieser

Andreja Wieser, in charge of sports for PROSKE Group / Image: Proskegroup-en
Andreja Wieser, in charge of sports for PROSKE Group / Image: Proskegroup-en

LAURA WALDEN / Sports Features Communications

TAMPA/SINGAPORE, Aug 14: The inaugural edition of the Youth Olympic Games has opened the door for a new sector of marketing for the International Olympic Committee and for future organizing committees of the event. speaks exclusively with Andreja Wieser, Head of PROSKE sports on the pros and cons of the opportunity.

PROSKE sports  has provided hospitality support for sponsors and corporations in more than 60 countries around the world since it was founded in 1986.

What are some of the main challenges facing the YOG in marketing terms?

As the new “baby” of the Olympic Movement, the YOG also answers current challenges and global developments. It will be a big test for the Olympic movement and the TOP sponsors and stakeholders. Singapore, as the first host, has had to develop comprehensive campaigns locally as well as globally to raise awareness.

The Olympic Games is one of the most recognizable brands in the world. So how can one generate awareness and build interest in the first-ever Youth Olympics?

The challenge is to develop innovative, creative, online marketing tools to cater directly for youth. The use of new social media and new digital media such as Facebook, Twitter, LinkedIn and social blogs are definitely a solution to generate awareness and encourage young people to get involved with the Games.

We may have to explore how we can offer technological advice and solutions on how to reach young people to get them actively involved with sports business. Youth represents the next generation of well-educated consumers who know what sports products they like and want. Youth wants to be considered as a stakeholder and taken seriously.

These developments create new opportunities and we have to think how we can reach out to via technologies and cater to a new and fast-growing audience.

From a strategic marketing point of view, this inaugural YOG gives Singapore the chance to develop a long-term strategy to become a regional sports hub and driving sports nation in South East Asia.

From a marketing perspective how important is the YOG for the Olympic Movement?

The Youth Olympics are driven by a long-term strategy by the Olympic Movement. They provide a great platform and opportunity to deliver educational and sports programmes for young people. Imagine the young athlete who competes in Singapore and the impact of this once-in a life time experience on them, the social and cultural environment and their future career.

This young athlete may compete in London 2012 and become a future Olympian but, most important, this young athlete can become a sports ambassador locally and globally and promote the Olympic values within their social environment and beyond. Sport is an excellent catalyst for education and for promoting values.

From a marketing perspective, the YOG provides sponsors an opportunity to engage with younger audiences and the marketers have to look at the long term benefits the Games may bring for their brand development.

What marketing advice would you give future bidders for the YOG?

Each bidding committee needs to identify key areas which are critical for a successful organisation. From a marketing perspective, developing long-term sustainable as well as innovative programs which can engage youth audiences and keeping up to date with social media trends, is key. At the same time, encouraging sports projects which leave a legacy, are important – and a benefit for the host city, the Olympic movement and the sponsors.

Keywords · YOG · IOC · PROSKE · Andreja Weiser · Singapore 2010

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