COPENHAGEN (AP) The Olympic movement needs to learn from the likes of YouTube or risk losing young viewers for life, IOC members were told Monday.
Communications guru Martin Sorrell advised global sports leaders to release their grip on exclusive broadcast rights and hand them over to a new generation of technology-savvy fans.
"If they are going online, you go online," Sorrell said in a keynote speech on digital media at the International Olympic Committee's Congress. "You have to let them play — with your content, your assets — in their own way."
Sorrell, chief executive of London-based agency WPP Group, the world's largest advertising company by revenue, said sports federations had to learn from how the entertainment industry engaged with viewers.