The relationship between novelty of introducing breaking at the 2024 Paris Olympics and potential viewers’ media engagement, anticipation, and viewing intention: a study

Breaking, which was introduced as a new sport at the 2024 Paris Olympics, was perceived by the younger generation as new, novel, and fresh, unlike the traditional Olympic image. This is consistent with the reason why the IOC adopted breaking as an Olympic sport. The results suggest that the novelty of introducing a new sport as an Olympic event has a positive effect on younger generations' perception of the Olympics and their potential viewing intentions.