by sportswriters Cao Yibo, Li Chunyu and Ding Wenxian
BEIJING, Dec. 10 (Xinhua) -- The International Skating Union (ISU) is making efforts to add to the appeal of its sports, including the emergence of the Short Track Speed Skating World Tour, shared newly appointed Chief of Commercial and Marketing Officer Li Jiao in the exclusive interview with Xinhua.
EXCITING COMPETITIONS TO ATTRACT YOUNGER AUDIENCES
In June, the ISU introduced its "Vision 2030" strategic framework, aiming to transform its sports and make them more appealing and inclusive. The Short Track World Tour emerged as a pioneering reform, upgrading the previous World Cup format into a six-leg season, offering individual and team titles, including the Crystal Globe awards.
"Short track speed skating is our first step in the reform because of its strong appeal to younger generations and tremendous growth potential," said Li after the Tour's Beijing leg finished on Sunday at the Capital Indoor Stadium.
"This season, athletes are allowed to compete in three events per leg instead of two, which poses a greater physical challenge but raises the stakes as well, intensifying competition level and storytelling within the sport."
Li emphasized that the Tour aims to foster greater camaraderie among athletes.
"The team awards emphasize unity. Athletes work together for a shared goal, which is both motivating and inspiring," she said.
The ISU is also leveraging the Tour to reach a younger demographic through social media. "Our goal is to continually grow the fanbase, particularly among the youth who represent the future of the sport," Li remarked.
CULTURAL INTEGRATION AND COMMERCIAL VALUE
A unique feature of the World Tour is its cultural branding, where participating teams incorporate their own cultural elements into their logos and uniforms. For instance, China fields the "Loongs," South Korea the "White Tigers," the United States the "Eagles," and the Netherlands the "Lions."
"Creating team identities was a meticulous process. We collaborated extensively to design logos and uniforms that reflect each country's history and culture," Li explained. "These unique identities not only enhance the sport's appeal, but also create new opportunities for licensing and merchandising."
In addition to leveraging traditional media, the ISU has expanded its reach through social media and short video content, enhancing the depth and impact of promotional efforts.
Li observed these changes firsthand during the Beijing leg.
"I was surprised to see so many fans who could name skaters from countries like the Netherlands and South Korea, even knowing their nicknames. This level of engagement is an incredible asset for both the ISU and the sport," she remarked.
LEGACY OF DUAL OLYMPICS
In Beijing, a city that hosted the 2008 Summer Olympics and the 2022 Winter Olympics, new records have been set during the current season, including Canada setting a new world record in the mixed team relay of short track at the Capital Indoor Stadium, and American skater Jordan Stolz establishing two track records at the National Speed Skating Oval.
"For athletes, competing in Olympic venues again is a meaningful experience filled with emotion and inspiration," Li noted. She praised Beijing's organizational excellence and expressed hope for more international events in the dual Olympic city.
Li also highlighted the ISU's collaboration with the Winter Sports Administrative Center of the General Administration of Sport of China to develop judges and officials.
"Several Chinese judges gained valuable experience working alongside international counterparts during this leg, contributing to the growth of winter sports in China."
As the Chinese Loongs celebrated three gold medals this time on home soil, Li lauded their performance and the electrifying atmosphere.
"The Chinese athletes' outstanding results ignited the fans' passion. I look forward to seeing them achieve even greater success in the upcoming competitions." ■
