…Conception and Implementation by the Example of the Rhine-Ruhr 2025 FISU World University Games
Talk on the IACS Summit 2026, Dublin on March 14th
Abstract: In the digital age, podcasts have emerged as a dynamic and increasingly popular medium for communication and marketing. Their accessibility, flexibility, and potential to engage diverse audiences make them an ideal platform for promoting major sport events. This contribution presents the conceptual framework and practical implementation of a podcast series which is part of the lead-up to the FISU World University Games 2025 in Germany.
Using the example of the Rhine-Ruhr 2025 FISU World University Games, the largest multi-sport event in the world after the Olympic Games, this presentation shows how podcasts can serve as an effective advertising and information medium. It focuses on the strategic role of podcasts in generating awareness, increasing excitement and engaging various stakeholders through compelling audio content.
The first part of this presentation focuses on the conceptual design of the podcast series, outlining key considerations in content creation, target audience identification, and narrative development. Special attention is given to the integration of storytelling techniques that convey the spirit and values of the Games, while also providing informative and learning content that resonates with listeners across different groups in various countries: Interviews with colleagues from around the world make the event tangible, open up a multi-perspective approach and at the same time convey a feeling of connection with the audience and the target event..
Next, the presentation delves into the technical and logistical aspects of podcast production and distribution. This includes an analysis of the platforms and technologies used to record, edit, and publish the episodes, along with a discussion on maximizing reach through multi-channel distribution strategies (e.g., social media, event websites, and podcast directories).
The official podcast accompanies the countdown of the last few months until the opening of the games in July 2025. At the end of the presentation, an overview of the most important performance indicators such as reach, social media interactions and community feedback will be given, which will be used to assess the success in achieving the advertising objectives: to inform students and an interested public about selected aspects of major sporting events in general and the target event itself in particular. This is intended to create attention and personal proximity to the Rhine-Ruhr 2025 FISU World University Games, which both promotes individual loyalty and turns the recipients into multipliers.
In conclusion, this case study underscores the importance of podcasts as a versatile tool in promoting major sports events. As digital media continues to evolve, the lessons learned from this initiative can inform future strategies for leveraging podcasts in the promotion of international sporting events.