Reclaiming the Spotlight: Challenges and Opportunities for Field Sports in the Modern Era

Field sports, particularly within the context of major international competitions like the Olympics, face an array of challenges that threaten their visibility and viability. While the term "track and field" implies a unified sport, recent developments suggest a growing divide between the two disciplines. Track events, often seen as the glamorous and straightforward face of athletics, continue to attract significant attention and investment. In contrast, field events—such as pole vault, long jump, and shot put—struggle to maintain their place in the spotlight, leading to concerns about their future.

The Growing Divide in Athletics

The experience of field athletes like Mondo Duplantis, who recently set a world record in pole vaulting at the Stade de France during the Paris Olympics, highlights this divide. Despite the electric atmosphere generated by his record-breaking performance, such moments are becoming increasingly rare. The typical scene at track and field events sees the stands emptying out once the races are done, leaving field athletes to compete in relative obscurity.

This shift can be attributed to several factors. First, the nature of field events, which often lack the immediate drama and head-to-head competition seen in track races, makes them harder to market and follow. Second, the growing emphasis on track-only competitions further marginalises field sports. High-profile initiatives like Alexis Ohanian’s women-only track meet and Michael Johnson’s Grand Slam Track series, which exclude field events altogether, underscore this trend. Even legendary athletes like Carl Lewis have described field events as more "complicated" compared to track, a narrative that frustrates many within the field sports community.

Impact on Field Athletes

The exclusion of field events from these lucrative competitions has significant implications for athletes. Tara Davis-Woodhall, the US long jumper who won gold in Paris, voiced her disappointment when she was unable to participate in Ohanian's event. Similarly, Valarie Allman, the first US woman to repeat as Olympic gold medallist in the discus, described the track-only meets as "disheartening." These sentiments are echoed by Tom Walsh, a three-time world champion shot-putter from New Zealand, who points out that despite his success, he remains unsponsored—a telling sign of the declining commercial appeal of field sports.

The Need for Innovation and Personal Marketing

World Athletics, the sport's global governing body, is aware of these challenges and is exploring ways to rejuvenate interest in field events. Sebastian Coe, who leads World Athletics, has emphasised the need for innovation in both track and field disciplines. For example, upcoming tests will experiment with new formats for the long jump, including a "takeoff zone" instead of the traditional board and the use of technology to speed up results. These changes aim to make field events more engaging for spectators and broadcasters alike.

However, innovation in competition format alone may not be enough to elevate field sports. Athletes must also embrace personal marketing strategies to build their profiles and make their sports more appealing. In an era where social media and personal branding are crucial, field athletes have an opportunity to connect directly with fans, share their stories, and showcase the excitement of their disciplines.

Armand 'Mondo' Duplantis is an example of how personal branding can work in field sports. By sharing his journey, training routines, and achievements on social media, Duplantis has built a following that transcends the traditional track and field audience. Other athletes can follow suit by creating compelling narratives around their careers, engaging with fans, and partnering with brands that align with their values and sports.

Creating an image that resonates with a broader audience is essential. For example, athletes can highlight the unique physical and mental challenges of their events, drawing parallels to popular sports like football or basketball. Collaborations with influencers, content creators, and even athletes from other sports can also help field athletes reach new audiences and redefine how their sports are perceived.

Balancing Tradition and Modernisation

While embracing innovation and personal marketing, athletes and governing bodies must also strike a balance between modernising the sport and preserving its core values. The challenge lies in finding ways to make field sports more accessible and engaging without compromising their integrity. For instance, reimagining how competitions are presented on television or online platforms could make field events more dynamic and viewer-friendly.

Moreover, there is an opportunity to leverage storytelling to enhance the appeal of field sports. Documentaries, short films, and behind-the-scenes content that delve into the lives of athletes can humanise the sport and create emotional connections with viewers. These narratives can highlight the dedication, passion, and sacrifices that go into competing at the highest level, making the sports more relatable and inspiring.

Conclusion

Field sports face an uncertain future as they navigate the pressures of commercialisation and changing viewer preferences. The divide between track and field events is widening, with the former receiving the lion's share of attention and investment. However, by embracing innovation, personal marketing, and storytelling, field athletes can carve out their own space and make their sports more appealing to a wider audience. The road ahead is challenging, but with the right approach, field sports can reclaim their rightful place alongside track events on the world stage.