The announcement of every new piece of sports participation insight in the UK is always closely accompanied by scrutiny from the world of swimming. Because, for as long as most people can remember, swimming has continually been top of the pile in terms of the numbers of people taking part*. However, recent years have seen swimming figures gradually deteriorate with the perennial bridesmaids (in participation terms), running and cycling, edging closer and closer to taking over their mantle.
On a day when we have been told that Adidas is cutting its ties with the IAAF, I’ve been wondering whether it’s too fanciful for major brands to turn their attention to Joe Public and start backing everyday participation rather than focusing their cash at the top end of sport.
Its easy to just say that brands should move their marketing spend to participation sport, in fact I did on Twitter last week! But on reflection I was perhaps a little flippant so thought I’d explain why a little more.