Johannesburg - The days of hosting a sports event and expecting crowds to flock into stadiums are both naive and an outdated way of
thinking.
Sport is no longer merely about getting bums on seats or growing broadcasting figures but achieving proper fan engagement.
We have also seen the growth of shortened formats of traditional sports to keep up with people’s even shorter attention span.
Rugby has perhaps been way ahead of the curve with the introduction of the Sevens format, courtesy of two Scottish butchers back in 1883.
T20 cricket has brought more money and razzmatazz to the game, although it could be considered fong kong cricket instead of the real deal.
Netball has Fast5 and hockey has introduced Super 5s to add to its traditional offerings and accommodate fans and their busy lifestyles.
Athletics has become somewhat stale in comparison to the new innovations in other sports but could soon get a slight facelift thanks to the Aussies.
Australia will launch its Nitro Athletics series which will feature six international teams including the Bolt All-Stars, spearheaded by the Jamaican sprinting icon Usain Bolt.
“The Nitro Athletics schedule will include live entertainment and performances to electrify audiences throughout the night, guaranteeing a thrilling experience for families and sports lovers,” reads the PR bumf on its website.
“The series will showcase a mix of power, endurance, technique and teamwork events across sprint, distance, field and para-athletics events.”
That’s enough to get any athletics enthusiast excited as it brings a bit of bang to a sport that often only gets attention once every four years at the Olympic Games.
In Europe one still gets sold-out crowds where some of the world’s top athletes compete against each other.
The purists call the Nitro Series a gimmick which includes mixed medley relay, a three-minute distance challenge, target javelin, an elimination mile and hurdles relays.
South African athletics can do with some gimmicks as meetings have run dry since the end of the popular Engen and ABSA series in the early 2000s.
The new crop of South African athletes that are globally recognised such as world record-holder Wayde van Niekerk and Olympic gold medallist Caster Semenya have already left an indelible mark on the sport in their young careers.
It will be interesting to see whether their success on the track and their popularity off it will translate into better crowds at track and field events.
South African swimming is in an even more dire situation where swim meets are supported by the parents and the odd friend.
The first two legs of Swimming SA’s Grand Prix series have been poorly attended by fans and swimmers alike.
Blaring music through loud speakers does not constitute entertainment and creates a false idea with organisers that they are creating atmosphere.
Perhaps creativity is too much to ask from administrators but it is time for sports like athletics and swimming to think out of the box.
Both sports have been battling to find sponsorships but it is almost understandable considering the stale product it is trying to sell to prospective partners.