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generation of sports fans, with more than 77 per cent of its social media audience aged under 35.“The launch of the Olympic Channel was a signifi cant milestone for the entire Olympic family, creating a legacy for years to come,” says President Bach. “It provides us with a new way to engage younger generations and fans with the Olympic Movement, and to get the couch potatoes off the couch. The Olympic Channel’s impact is key to reaching our target audiences through compelling and entertaining content 24 hours a day, 365 days a year.”But it is not only the Olympic Channel that is helping reach new and younger audiences. The Olympic Agenda 2020 reforms have also seen signifi cant changes to the programme of the Olympic Games, leading to the addition of sports such as surfi ng and skateboarding, which provide a more youthful and urban appeal. The positioning of the YOG, meanwhile, has been reviewed in order to engage and inspire not only young athletes, but also their entourage and local youth (more information on pages 50 to 56).SUSTAINABILITYThe IOC has been committed to sustainability since it adopted the environment as the third pillar of the Olympic Movement – alongside sport and culture – as far back as 1994. However, Olympic Agenda 2020 has taken that commitment to an even ‘OLYMPIC AGENDA 2020 IS LIKE A JIGSAW PUZZLE. EVERY PIECE, EVERY RECOMMENDATION, HAS THE SAME IMPORTANCE’IOC PRESIDENT THOMAS BACHOLYMPIC REVIEW 41OLYMPIC AGENDA 2020