Athletics is at a crossroads. Despite being the most popular Olympic sport, its relevance outside major events like the Olympics is waning. The numbers don’t lie: fewer people are watching, and sponsors are pulling back. Track and field must evolve if it hopes to recapture global attention. A five-pronged approach is needed to revitalize the sport.
First, athletics can no longer ignore the reality of its declining appeal. It’s not a “dying sport” but it is trending in the wrong direction. Athletes, meet organizers, and governing bodies need to confront this issue head-on, recognizing that fewer eyeballs on events mean less money, fewer sponsorships, and ultimately, fewer opportunities for the sport to grow.
Secondly, athletes must recognize their role as entertainers. In the modern age, success isn’t just about running fast. It’s about engaging with fans, building a persona, and creating a connection. This is the approach that stars like Jake Paul use in boxing, even though they aren’t necessarily the best at what they do. Athletics needs to embrace this mindset and put on a show that fans want to watch, not just a race they need to win.
Third, Gen Z is the key demographic for the future of athletics. This generation craves entertainment in different ways. Speed vs. Lyles, an event where a YouTuber raced a world champion sprinter, proved that new, fun, and interactive challenges can capture the attention of millions. Athletics must get creative with its events and try new formats to keep the younger generation engaged. Who wouldn’t tune in to see a football star race a top sprinter? The potential for crossover appeal is massive.
Fourth, athletics needs to rethink how it’s presented on TV. The traditional broadcast model doesn’t do justice to the speed, power, and drama of track and field. Drones, cameras in the warm-up areas, and behind-the-scenes footage could bring fans closer to the action. A fresh approach to how races and athletes are showcased could make athletics feel as thrilling as it truly is.
Lastly, athletics should look to other sports like Formula One, MMA, and darts for inspiration. These sports have managed to captivate younger audiences by creating an environment where excitement and personality take center stage. Athletics can learn from their strategies, incorporating elements like fan interaction, entertainment, and social media engagement to attract a wider, younger audience.
If athletics wants to remain relevant, it needs to evolve. By embracing entertainment, appealing to Gen Z, and learning from other sports, it can ensure that the future of track and field is bright.
