Evolve! Change your habits! Live with the times! This is, in essence, the message delivered by the Association of Summer Olympic International Federations, ASOIF, to all its members. It wants to be without nuance. Energetic and radical.
Of a rather discreet nature, ASOIF comes out of its reserve. At the initiative of its president, the Italian Francesco Ricci Bitti, former head of world tennis, it worked for 12 months on the state of the Olympic movement and its future prospects. A whole year of increasing exchanges and interviews with players in the sports movement, the economic world and public authorities.
The result is entirely in one report of more than 40 pages, published Thursday February 28. Its title says a lot about its content: “The future of global sport”. A journey into the future where ASOIF takes international federations on board with the desire to show them the way forward.
The observation comes as no real surprise. ASOIF suggests that the sports movement has, for several years, taken the full brunt of developments in a world with strong demographic growth, more urbanized than ever, where the economic crisis is knocking on the doors of many countries. A world where athletes and private partners claim a greater place in decision-making power. A world, finally, where digital technology imposes its law.
So far, nothing very new. But Francesco Ricci Bitti explained it on Thursday after the report was published: “ The results of our survey can help international federations better understand, anticipate and respond to the changes and trends they face. »
How ? ASOIF has no shortage of answers. Its report lists a long series of recommendations for use by its members. They are supposed to help them not miss the train of progress. And, even more, not to be overwhelmed by an evolution of sport where more and more athletes want to emancipate themselves from institutions.
At the start of the week, the Germans scored a first point against the IOC, by obtaining a relaxation of rule 40.3 of the Olympic charter. Before them, the swimmers had forced their international federation, FINA, to bend, forcing it to review its calendar and increase its bonuses under the threat of a competing circuit.
At the top of the list, among the lines to be checked by any president of an international federation worthy of the name, is governance. ASOIF wants it “ of an exemplary level”, and this on all levels of the pyramid. The only way, in his eyes, to maintain, or even restore, the trust of all stakeholders.
Another priority: business. For the most part, the international federations know how to do it. But they often work the old way. ASOIF recommends that they show themselves more “ proactive » and creative in their commercial strategy, by developing a new approach to their relations with the private sector. In short, to get contracts without waiting for brands to knock on their door.
Less expected: ASOIF strongly advises its members to no longer consider athletes as actors without the right to speak. In a world where the most publicized among them have a larger number of followers than their own institutions, it is time to offer them a bigger share of the pie.
The time has also come to no longer view private organizations as a battalion of enemies to be eradicated by all means. The recent example of FINA and its conflict with the International Swimming League should act as a wake-up call. Andrew Ryan, Executive Director of ASOIF, insists: “ It is no longer possible today for international federations to operate as if they were in a monopoly situation. They must collaborate with private entities and governments. »
Finally, a sign of the times: digital. In the conclusions of its report, ASOIF does not directly cite electronic sports. But it can be guessed between the lines. “ In order to attract new practitioners, international federations must adapt their strategy to a changing society and the way in which, in the future, people will discover and consume content.she writes.
A very convoluted way of explaining that it will no longer be possible for international federations to ignore electronic sports. The revolution is on.
