The Greatest Show on Earth comes to Tokyo just months after Japan has hosted another major event in the Rugby World Cup.

It’s one of the most-watched events every four years, but each time it comes around we hear that Millennial and Gen Z audiences are losing interest. With that in mind, new or technological sports like breakdancing are set to be included from 2024, while esports has been touted for inclusion in a future Games, just as it was as a demonstration sport at the 2018 Asian Games.

How does the Olympic Games keep its relevance in the modern world? Can those smaller sports we love to watch just once every four years maintain enough popularity given the immediacy of social media? And how can digital platforms and OTT help Olympic sports to grow in the future?

Moderator:

Jamie Corr, Managing Director of Sport, Hill + Knowlton

Panellists:

Edward Jones, Head of Marketing, Team GB

Venue:

Hill + Knowlton, The Buckley Building, London, EC1R 0EB

This event is currently listed for the 2nd April but this date could yet change.