Boosted by movie and TV hits, archery is hitting its target as rising Olympic sport

  • Article by: GRAHAM DUNBAR , AP Sports Writer
  • Updated: June 12, 2013 - 12:10 PM

LAUSANNE, Switzerland — From blockbuster movies to hit TV shows to greater Olympic exposure, archery seems to be hitting all the right targets.

Elite archers are competing this week in the World Cup series in Antalya, Turkey, the first major event since the sport was elevated by the IOC to a higher ranking that will ensure a bigger share of Olympic revenues every four years.

Archery's rising reputation is partly built on its success at last year's London Games, and a boom in pop culture attention.

"The announcement of these groups clearly shows we are an important Olympic sport," World Archery secretary general Tom Dielen told The Associated Press in an interview at the governing body's headquarters. "We've done what we were supposed to do."

High-technology aids for scoring and showcasing the sport are also in the works for the 2016 Olympics in Rio de Janeiro to help retain a new generation of fans and attract more.

Oscar-winning actress Jennifer Lawrence, playing a bow-toting heroine in "The Hunger Games" early last year, helped point a young fan base toward the London Olympic stage — where archery was contested at the historic Lord's cricket ground.

There's more to come: Three more "Hunger Games" movies are set to open before the next Olympic flame is lit in Rio on Aug. 5, 2016. "Catching Fire" is scheduled for release in November, followed by a two-part adaptation of "Mockingjay," the final book of the series.

In the hit HBO series "Game of Thrones," the bow and arrow is a weapon of choice for children of the Stark family. And don't forget last year's hit animated movie "Brave," featuring the skilled archer — and princess — Merida.

"Hollywood adores archery for the moment," Dielen said. "London has delivered beyond what we expected. It has definitely put the bar higher for Rio and it will be a challenge to deliver at least the same, if not better."

A high-profile venue in the city famous for its annual Carnival party should certainly help.

Archery will be contested in the Sambadrome, the narrow parade route for Carnival floats packed with dancers and drum bands. The venue also will welcome the finish of the marathons.

"It's very iconic," Dielen said. "It will be more of a tunnel effect and spectators will feel closer to the athletes (than in London)."

It's a step up from Rio's original plan to host archery in the more distant Deodoro neighborhood.

The sport is getting a taste for picturesque venues: In September, the five-event World Cup series climaxes beneath the Eiffel Tower in Paris.

"It will be the best backdrop we have had so far," Dielen said. "We really want to continue going in that direction."

Archery will surely also do well if Istanbul is chosen to host the 2020 Olympics. The Turkish city is competing with Madrid and Tokyo, with the winner to be chosen by the IOC on Sept. 7.

World Archery's president is Ugur Erdener, a Turkish IOC member who is prominent in the Istanbul bid. He will seek a third term in an election scheduled on the sidelines of the archery world championships, which open Sept. 29 in Antalya.

Over the next presidential term, World Archery has a $1 million windfall to spend on development. The sport received more than it budgeted for when the IOC shared out better-than-expected commercial revenues from the London Games.

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