For episode 38 of A guy with a scarf , I sat down with Alex Balfour, a digital pioneer in the world of sports and entertainment. Balfour, who served as the Head of New Media for the London 2012 Olympic Games, shares his insights on the digital evolution of the Olympics and the changing landscape of sports engagement. The Digital Transformation of the Olympics Balfour's journey with the Olympics began in 2006, a time when the digital landscape was vastly different from today. He recalls, "When I joined the organizing committee in 2006, Facebook existed, I think, barely. Twitter hadn't quite launched, Instagram didn't launch for two or three years later." This context sets the stage for understanding the rapid digital transformation that occurred in the lead-up to the 2012 Games. One of the most significant changes was the rise of mobile technology. Balfour notes, "By the time we got to the games, around 50% of our web traffic, for example, was mobile." This shift required adaptability and foresight in planning digital strategies for the Games. The Unique Challenges of Olympic Digital Engagement The Olympics present unique challenges in terms of digital engagement due to their sheer scale and diversity. Balfour explains, "It's 26 world championships going on in parallel... covering all that stuff was difficult." This complexity makes it challenging to communicate the full scope of the event through digital channels. Moreover, the Olympics face the challenge of making lesser-known athletes and sports engaging to a global audience. Balfour points out, "Olympic athletes are generally not household names... often the games makes heroes of people who then go back into not being professional athletes afterwards." The Evolution of Storytelling in Sports One of the key takeaways from the interview is the changing nature of storytelling in sports. Balfour emphasizes the importance of emotional connection, stating, "I think that's almost more important, frankly, than the sport and the results." He recalls a conversation with Seb Coe, who predicted that the 2012 Games would be remembered for their atmosphere rather than specific sporting achievements. This shift in focus has been facilitated by the rise of social media and streaming platforms. Balfour notes the impact of platforms like TikTok, mentioning, "In Tokyo, from memory, the number one profile athlete was Ilona Mayer... the USA rugby player, because she was just really strong on TikTok." The Role of Athletes in Digital Engagement The interview highlights the changing role of athletes in digital engagement. While in 2012, athletes' personal channels were less prominent, today they play a crucial role in creating and distributing content. Balfour notes, "There are lots of athletes now who either in the run up to the games or because of the games, their individual profile raises. And they have their own channel." This shift has led to changes in IOC regulations, with Balfour explaining, "The IRC has recognized that there's now less constraints around what athletes can do in terms of the footage they can create, the visibility they can have for their sponsors." Looking Ahead to Paris 2024 and Beyond As the conversation turns to the upcoming Paris 2024 Olympics, Balfour expresses optimism about the future of the Games. He praises the IOC's strategy of selecting strong venues for future Games, saying, "All really, really strong venues, strong areas, countries that know how to get stuff done. And I think it'll only reinvigorate the franchise." Balfour also touches on the evolving business side of digital engagement in sports. He mentions his current focus: "What we do now is around monetizing... I finally started to solve that problem, to define what this stuff is worth in cash terms."

In this episode of "A Guy with a Scarf", I sit down with Terrence Burns, a veteran of the Olympic movement with over 30 years of experience in sports marketing. Burns shares his insights on the evolution of Olympic sponsorship and marketing, the importance of values in the Olympic brand, and what we can expect from the upcoming games in Paris and Los Angeles. Burns began his Olympic journey with Delta Airlines, managing their sponsorship for the Atlanta Games in 1996. He fell in love with the Olympics, not just for the sports, but for the philosophy and values behind the movement. "It's the last thing, frankly, the best and last thing that we do as a species on a global basis that people love and admire and respect," he says. One of the key takeaways from the interview is the importance of understanding the Olympic brand and its values. Burns emphasizes that sponsors are not just buying a sports sponsorship, but an investment in humanity. "You need to understand how to link your brand to those values that people love," he advises. However, Burns also notes that the world of Olympic sponsorship is changing. With the increasing fragmentation of product categories and the rise of athlete activism, sponsors may need to shift their focus from exclusivity to more meaningful partnerships. "Maybe in the future, sports will gravitate toward programming relationships," he suggests, giving the example of sponsoring the volunteer program at the games. Looking ahead to the upcoming games, Burns sees Paris 2024 as a reset for the Olympic movement after a challenging decade. "Paris is a reset for everything that is beautiful and imaginative and evocative and complex," he says. As for Los Angeles 2028, Burns expects a celebration of the city's diverse culture and a focus on innovation, given the lack of federal funding for the games in the United States. Throughout the interview, Burns emphasizes the power of storytelling in the Olympics. He recalls research showing that people's favorite Olympic moments are often about struggling and perseverance, rather than winning. "The stories that happen are magnificently poignant to us because these are kids out there who may never make another penny from being the best pole vaulter in the world," he says. In conclusion, Burns' insights offer a valuable perspective on the past, present, and future of Olympic sponsorship and marketing. As the games continue to evolve, sponsors and organizers alike will need to adapt to changing consumer expectations while staying true to the values that make the Olympics such a beloved institution. As Burns puts it, "It's the Olympic move, the games themselves and the product on the field of play that truthfully matters."