Brands see opportunity to engage younger audiences by supporting skateboarding and breakdancing
Sky Brown from Great Britain competing at Tokyo © Ulrik Pedersen/NurPhoto via Getty Images
For Olympic purists, the notion of handing out gold medals for skateboarding or breakdancing might look like a gimmick. But for the International Olympic Committee and some of its long-standing commercial partners, these new sports are becoming useful tools as they try to connect with a younger audience. Thomas Bach, IOC president, has repeatedly declared urban sports to be the future of the Games. “Sport must go where the people are, whether in the real world or in the virtual world,” he said at an event earlier this year. “These city sports are therefore very important for the long-term development of the Olympic Games.”
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