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Global Sport Business Journal

Global Sport Business Journal

Abstract

The Youth Olympic Games (YOG) were established to bolster interest in the Olympic movement among the world’s youth. However, several prior studies have documented low levels of YOG awareness among multiple populations. As parents form a primary stakeholder group in the development of youth sport, this study sought to determine the awareness of the YOG compared to other mega-sport festivals, specifically within a group of elite youth athletes’ parents. A 24-item survey instrument was developed based upon prior YOG research surveys with additional comparative questions related to the 2012 London Olympic Games (LOG) and the Winter X Games (WXG). The results indicated that the YOG are lesser known than the WXG and the LOG. Despite the high level of elite youth sport engagement of this population, the low levels of YOG awareness and event consumption intent demonstrate a need for additional marketing and promotions for the YOG.

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