IOC Case Study Competition: Expanding Athletics Through Relay in Australia
In 2024, I participated in the International Olympic Committee’s Case Study Competition, a global initiative challenging master's and undergraduate students to act as consultants for International Sports Federations. This year’s task focused on “Growing an Olympic sport towards new participants and audiences.”
Our team, operating under the name Minerva Consulting, represented World Athletics, developing a strategy focused on relay disciplines as a growth vehicle for the sport. Out of a global field of competitors, our project placed in the top three after the first three rounds of judging. While we did not move on to the semi-finals, our work was recognized for its depth of analysis, creativity, and strong alignment with Olympic values.
A Targeted, Market-Led Approach
Our concept centered on relays as a catalyst for broader engagement. Among all athletic disciplines, relays offer something distinct: they are inherently social, dynamic, and adaptable across age groups and levels of competition. We believed they had the potential to become the most accessible entry point into athletics—if positioned correctly.
To ground our recommendations in real-world potential, we focused on the Australian market. The upcoming Brisbane 2032 Olympic Games, along with Australia's strong national focus on sport, gender equity initiatives, and multicultural youth population, presented the right environment to introduce scalable change. While athletics has historically struggled to maintain consistent visibility beyond Olympic cycles, Australia’s existing infrastructure, education system, and digital engagement habits offered multiple pathways to growth.
“Win Together”: The Campaign
Our proposed campaign, titled “Win Together,” was designed to boost participation, enhance visibility, and create a sustainable pathway for relays within Australian athletics. It combined grassroots programming with digital engagement and brand collaboration.
Key components included:
School and Community Participation
A national school challenge encouraging students to compete in relays, submit times to an online leaderboard, and earn rewards such as digital badges, Puma merchandise, and Olympic tickets. The initiative was designed to fit directly into physical education curriculums, with teachers supported by ready-made toolkits and event guides.
Athlete and Brand Partnerships
The campaign aligned with Puma’s eight-year sponsorship of Athletics Australia, positioning the brand as a key partner in youth development. Australian athletes served as ambassadors, sharing content and hosting activations to bring the campaign to life both online and in person. Digital storytelling was central, with content built for platforms like Instagram, YouTube, and TikTok to engage younger audiences.
Coach Education and Capacity Building
To ensure long-term viability, we introduced a free online relay coaching certification for teachers and community coaches. Led by national athletes and designed for easy access, the program provided foundational knowledge on relay technique, teamwork, and inclusive coaching practices.
This integrated approach aimed to reach participants at multiple levels, from playground to podium. It was supported by clear KPIs across participation, reach, and engagement, ensuring that progress could be tracked and adjusted over time.
Reflections
This project provided valuable insight into how sport organizations can use strategy to drive both growth and impact. It demonstrated the importance of connecting programming, branding, and digital platforms in a way that feels cohesive and community-led.
On a personal level, it also brought things full circle. I ran track and field in high school and was part of the relay team, an experience that taught me a lot about trust, collaboration, and what it means to win as a group rather than as an individual. Working on a campaign to promote those same values on a national scale made the project especially meaningful.
The competition also refined my ability to think through real-world challenges within a consulting framework. From identifying market opportunities to developing scalable solutions and aligning with broader strategic goals, the process offered a comprehensive view of how federations operate beyond event management.
Most of all, it reinforced my belief in the power of sport as a platform. When approached with creativity, structure, and purpose, even a single campaign can create genuine connections between people and sport—and leave a lasting impact.