While the US continues to look for a potential bid city for the 2024 Olympics, another property, one outside of the Olympic window but with a huge upside for a younger and more engaged global audience, this week got the OK to go ahead. Welcome to the calendar, The World Beach Games, which received formal approval from the Association of National Olympic Committees and Sport Accord this past week. The Asian beach Games were recently completed to great success, showing the amazing potential of sand and water sports as both a TV and a digital property going forward.
Sand castle building? Not quite. What the WBG will be is the X Games of the water, with some of the most popular existing Olympic sports like beach volleyball, and one popular Olympic wannabe, beach soccer, thrown in (along with beach tennis and some other hybrids).
Now the concept is not altogether new, but the initial contests were a great success and incorporated events like wakeboarding and dragon boat racing which have long tried for Olympic inclusion but could never find success. They are not huge on attendance numbers, do not need large stadia, and fit a demo that Olympic sports crave (young and athletic) and are ripe for made for TV and digital, in the same way that the America’s Cup captured the tech space with their innovative broadcasts last year.
Events like these are also a great draw for off-season resort locations which maybe could never attract world class international events before. The Bahamas, for example has made a big push into college sports with basketball and football, and a Beach games international competition in months where the resorts need to draw attention are a great fit.
Now there are some natural drawbacks. Even temporary stadia and facilities are costly, as organizations like the AVP found out when running their tour. You can’t just use any sand for high level beach competition; it needs to be pristine, and in many instances had to be trucked in from other locales. Building even temporary venues can also be a logistical nightmare, and you are also subject to the unpredictable wind, rain and currents that will crop up, not to mention having to stage many of the events at a time when there is daylight, as night or twilight competitions may look beautiful but can be very challenging. There is also a limitation on venues, but even staging games on massive lakes are an option (Chicago or Lake Victoria anyone?)
The opportunities far outweigh the drawbacks though. The IOC has long wanted to bring in new sports, and the ones on the water pose an opportunity, one that is lower cost than most large scale team events. The water and sand, albeit pricey to set up in some cases, is still a natural existing setting, and the ability for new sponsor dollars to flow in, as well as countries looking to host, are very wide. New faces, in many cases with lots of athletic skin to show, can present a very enticing package for broadcasters and corporations looking to find a breakthrough niche in global sport at a reasonable cost could gravitate to a competition that is sure to draw both core fans and a solid casual audience.
If you had to draw a line in the sand on whether the Beach Games will succeed as an emerging, hip, fan friendly property, now with an international backing, it would be fair to give it a fighting chance, much in the way the recently staged “Combat Games” have worked for fight sports and the “Urban Games” can work for the innercity.
Sand and water can bring lots of fun and new stars to global sport, making The Beach Games experiment one to follow.
