Case Study: World Athletics
World Athletics was required to explore a number of key areas in order to try and maximise the latent commercial potential within its ecosystem.
- Athletics is the 2nd highest participation sport in the world but the conversion of passive fans is 5x lower than comparable sports
- Athletics is the most demographically representative sport globally, however, only 3 track & field athletes are present in the top 200 athletes on social media
- Athletes are highly marketable individuals but most earn significantly less than in other sports
- The sport delivers a simple, accessible narrative but is losing popularity amongst key gen-z and millennial demographics
Oakwell produced a detailed financial analysis of World Athletics’ existing business and commercial operations and constructed business cases for a number of strategic growth options to facilitate the federation achieving its medium- and long-term objectives in a manner complementary to its existing business.
World Athletics is moving forward with a number of key proposals and is well positioned to make the optimal strategic and financial decisions to kick-start a golden era for the sport.
Oakwell continues to provide ongoing strategic advisory services to World Athletics management as its business evolves.