International Olympic Committee (IOC) President Kirsty Coventry is charting a new course to engage the younger generation with the Olympic Movement. In an online Executive Board press conference on Thursday, Coventry emphasized the importance of embracing platforms and technologies that resonate with youth, such as esports and TikTok.
“We know that we have to find new, innovative ways,” Coventry said, highlighting the need to adapt to the changing landscapes that captivate young people today. She shared a personal anecdote about communicating with her niece, noting how she needed to “decipher” messages to stay connected with the younger generation.
Coventry also pointed to the potential of artificial intelligence in reaching a broader audience. “I think this is also where we can leverage our AI and the AI Agenda that was launched last year,” she said. “There are a lot of really good ideas on how to engage across many different regions of the globe. That’s very important when it comes to universality and speaking to everybody.”
Looking ahead, Coventry announced plans to visit China during the 15th National Games in Guangdong, the Hong Kong Special Administrative Region, and the Macao Special Administrative Region in November. Her visit underscores the IOC’s commitment to connecting with youth worldwide and promoting inclusivity in sports.
