The IBU has today published a new White Paper outlining key strategies for engaging Generation Z as the federation looks to further expand its reach with younger audiences following record growth across its digital channels.

The study, conducted by leading sports marketing agency Two Circles, gathered insights from more than 1,500 survey participants and 100 focus group members across six European markets, and highlighted how best to adapt to the preferences of younger, digitally native audiences. The study identifies three strategic imperatives for securing biathlon’s long-term popularity and growth: meeting young fans on social media, building online communities to drive fandom, and elevating athletes’ personalities to the forefront of fan engagement.

The findings of the study will be used to further enhance the IBU’s digital offer to fans which has developed significantly in recent years under Target 26 and Target 2030. In the last three seasons (2022-2023, 2023-2024, 2024-2025), the IBU’s reach, video views and engagements across its social media accounts have increased between 300-400%. Across TikTok, Instagram and Facebook, close to 100 vertical videos hit one million views or more.

In the 2024-2025 season alone, the @biathlonworld social media handles reached over 280 million accounts, saw 17 million engagements and produced over 220 million video views in total.

A key pillar of the IBU’s success on social has been built on the thorough content analysis that was conducted ahead of the 2023-2024 season and resulted in strategic changes to increase output that blends entertaining and thrilling broadcast and behind-the-scenes footage.

The IBU has also worked to ensure that athletes and all IBU stakeholders are equipped to share compelling content through their own platforms. As part of this commitment, the IBU employed an Athlete Content Creator last season to provide a dedicated resource for athletes to be able to enhance their social media output. While the launch of the Biathlon Content Hub has provided a centralised platform for athletes, National Federations and broadcasters to immediately access ready-to-share competition footage on their channels.

IBU Communications Director Christian Winkler said:

“We are very proud of the work that has been done over the last three years to drive record engagement on the IBU’s digital platforms and to support athletes tell their inspiring stories. But we know there is potential for so much more. Biathlon has all the ingredients to capture the imagination of the next generation, but we must continually adapt how we present and share our sport. This White Paper provides practical insights and clear directions to ensure that we continue to build on our recent successes and find ways to extend our reach and drive fans of the future to biathlon.”

As part of Target 2030, the IBU aims to triple its global fanbase by 2030. Next month’s inaugural Loop One Festival represents another example of how the IBU is aiming to achieve this objective by innovating to reach new, young and diverse audiences. More information on the Loop One Festival can be found here.

Photo: IBU/Svoboda