Second ANOC Digital Communications Seminar strengthens collaboration on the road to Dakar 2026
The second ANOC Digital Communications Seminar concluded in Varese, Italy, following three days of knowledge sharing, collaboration and practical workshops aimed at strengthening the digital communications capabilities of National Olympic Committees (NOCs) on the road to Dakar 2026.
Held from 8-10 September at the European Training Centre of the Australian Institute of Sport, the seminar brought together more than 50 participants, including representatives from 35 NOCs across all five continents, as well as the International Olympic Committee (IOC), Olympic Channel, European Olympic Committees (EOC), Istanbul 2027 and Monaco 2027.
The event was delivered with the support of PhotoShelter, a partner of the ANOC Digital Accelerator Programme, and Sportz Interactive (SI), sponsor of the seminar, whose involvement contributed to the delivery and success of the three-day programme.
Under the theme “On the Road to Dakar – Communicate. Engage. Inspire.”, the seminar combined practical learning, NOC case studies and collaborative working sessions, with a strong focus on how digital innovation can help NOCs maximise their impact and better engage their audiences.
Learning from NOCs and embracing AI
Artificial Intelligence was a key topic throughout the seminar. Participants took part in a practical workshop designed to explore how AI tools can support communications teams in becoming more efficient, creative and impactful in their day-to-day work.
Peer-to-peer learning was also at the heart of the programme, with NOCs from Vanuatu, Cyprus, New Zealand, Brazil and Kenya sharing inspiring case studies and practical experiences.
Their presentations explored three key challenges facing NOC communications teams today: maximising impact with limited resources, creating athlete storytelling that inspires, and building engaged digital communities.
The case studies demonstrated the diversity of approaches being developed by NOCs around the world while highlighting common challenges and opportunities to learn from one another.
Preparing NOCs for Dakar 2026
With the Dakar 2026 Youth Olympic Games fast approaching, the seminar also provided an opportunity for ANOC to present the digital services that will be available to support NOCs during the Games.
ANOC introduced the NOC Photo Programme for Dakar 2026, which will be delivered in collaboration with Olympic Information Services (OIS). Through the ANOC Digital Content Hub and its integration with the OIS platform, competition photography will be automatically distributed to participating NOC communications teams, helping them access relevant images of their athletes quickly and efficiently.
ANOC also announced the return of the ANOC.tv Studio for Dakar 2026.
Throughout the Youth Olympic Games, NOCs and their athletes will have access to professional photo and video production services, providing them with high-quality, ready-to-use content to support their communications, social media activities and athlete promotion during the Games.
Collaboration at the heart of the seminar
A major feature of the second edition of the seminar was its highly collaborative format.
Across two breakout sessions, participants worked together on 10 different topics covering some of the key challenges and opportunities facing NOC communications teams, from AI and athlete storytelling to Games-time communications, digital innovation and collaboration across the Olympic Movement.
The sessions provided participants with the opportunity not only to discuss current challenges, but also to develop recommendations and identify potential solutions that can help shape future ANOC digital services and initiatives.
Throughout the three days in Varese, participants consistently highlighted the importance of meeting in person to exchange experiences, share best practices and learn from colleagues facing similar challenges in different parts of the world.
The seminar once again demonstrated the value of collaboration across the NOC community and the progress being made in digital communications throughout the Olympic Movement.
As attention now turns towards Dakar 2026 and the major multi-sport events ahead, ANOC will continue working alongside NOCs and its partners to provide the tools, content and expertise needed to help NOCs communicate, engage and inspire.
