2028 Olympics introduces new sports to attract Gen Z audience.

The Olympics faces the challenge of preserving its traditions while appealing to Gen Z, the first digitally native generation. The Olympic Movement is undergoing reinvention by adding new, unconventional sports, such as cricket, baseball, softball, lacrosse, squash, and flag football in the 2028 Olympics. This strategy aims to attract younger audiences, who have distinct tastes. However, the potential unintended consequences of this approach are unclear.

July 29, 2024
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