10 Oct 2024
Review of the 2024 Short Track World Championships: Young Audience and High Ratings
With the short track season just around the corner, let’s take one last look back at last season’s highlight: the Short Track World Championships in Rotterdam (Ahoy). Research shows that around one in five ‘inactive’ spectators felt inspired to engage in more sports after attending the event. Another notable finding: with an average visitor age of 36 (31% aged 18 or younger), the World Championships attracted a relatively young audience.
These insights come from a survey commissioned by event organizer TIG Sports and Rotterdam Topsport, conducted by R2 Research.
The Dutch Lottery ISU World Short Track Championships 2024, presented by Odido, took place from 15 to 17 March 2024 at Rotterdam Ahoy. The event was a resounding success, with near-capacity attendance on Friday and a sold-out weekend. More than 30,000 people attended, the majority of whom were from the Netherlands.
A Young Fan Base
The survey results reveal that short track is particularly popular among young sports fans. The average age of visitors was 36. Nearly a third (31%) of spectators in Rotterdam were 18 years old or younger, suggesting that this discipline of skating is highly popular among younger audiences. The World Championships were attended by almost as many men (52%) as women (48%).
High Ratings
Visitors gave the World Championships high ratings, with an average event rating of 8.5. The venue itself scored an impressive 9.0. This was only the second time in history that the World Championships were held at Ahoy, where the most sustainable temporary ice rink ever built for a World Championships was constructed.
The atmosphere and event decor both received an average score of 8.7, reflecting the positive experience of attendees. Notably, 84% of visitors identified themselves as short track fans. The entertainment program and side events were also well-received, earning a solid 8.0.
Three out of five visitors stated they would recommend the event to family, friends, or colleagues.
Encouragement
Of the spectators surveyed, one in five is actively involved in skating. Nearly three-quarters do not skate themselves but do follow competitions through the media. Of this group, 73% stated that they became (even) more enthusiastic about short track after attending the event. Around two-thirds of World Championship visitors feel encouraged to follow short track more often in the future, and nearly one in five wants to become more active in sports (19%) or specifically in skating (14%).
Rotterdam: A Sports City
The city of Rotterdam benefited from the World Championships in multiple ways. Seven out of ten visitors felt that the event showcased Rotterdam’s commitment to nurturing sports talent. Over half (57%) described Rotterdam as a welcoming city, characterized by collaboration and a willingness to innovate. Notably, almost 10% of visitors who do not frequently visit Rotterdam (53%) indicated that the World Short Track Championships gave them a compelling reason to return to the city in the future. Faouzi Achbar, Alderman for the Municipality of Rotterdam, shared his thoughts: “The 2024 World Short Track Championships in Rotterdam Ahoy were a tremendous success, and I am proud that our city had the privilege of hosting such a young and enthusiastic audience. With more than 30,000 visitors, high ratings for both the event and the venue, and the construction of the most sustainable temporary ice rink ever, we once again demonstrated that Rotterdam is a true sports city with a passion for talent development. I look forward to welcoming more exceptional sporting events to our city.”
Economic Impact
The Short Track World Championships in Rotterdam generated a total economic impact of €2.5 million-€1.7 million more than the 2017 edition in Rotterdam. Approximately half of this amount resulted from spending by visitors and participants, which was over four times higher than in 2017. The other half came from organizational expenditures within Rotterdam, which were more than three times higher than in 2017.
The Most Sustainable Temporary Ice Rink
Thanks to an initiative by the KNSB, TIG Sports, and other partners, the 2024 Short Track World Championships featured the most sustainable temporary ice rink ever constructed. Key achievements included saving 32,500 litres of diesel, reducing water usage by 50% through a circular water network, and cutting energy consumption for cooling the rink by 20% using innovative cooling technology.
Ticket Sales: World Tour Tilburg 2025
Fans eager to experience short track skating live in the Netherlands can look forward to the World Tour Short Track in Tilburg, taking place from 7 to 9 February 2025. Ticket sales for the event will begin soon. Interested parties are encouraged to follow the social media channels of Schaatsen.nl and TeamNL Shorttrack for the latest information on ticket sales and the program.
TIG Sports & KNSB: Partners in Short Track
Since 2011, TIG Sports has been the KNSB’s trusted event partner for international short track competitions. This partnership has included the organization of the World Championships in 2017, 2021, and 2024, as well as multiple ISU World Cup events.
In the coming years, TIG Sports will continue to oversee the World Tour competitions (the successor to the World Cups) in Tilburg, as well as the Dutch Championships starting from the 2024-2025 season. Additionally, TIG Sports will manage the World Championships in 2028, recently awarded to the KNSB by the ISU.