USA Fencing Aims to Boost Popularity Ahead of 2028 Olympics

USA Fencing is actively pursuing strategies to elevate the sport's profile domestically ahead of the 2028 Los Angeles Olympic Games. CEO Phil Andrews is leading an effort to enhance fencing's national recognition, operating with limited resources and a non-traditional marketing approach.

Andrews has established the "United Sports Collective," a collaborative group comprising fencing, squash, cycling, sailing, and rowing, with lacrosse recently added. The collective aims to share commercial partnerships and best practices, recognizing the common demographic targets and challenges faced by these sports.

The collaboration seeks to strengthen the sports' commercial appeal and facilitate the exchange of successful marketing initiatives. Andrews notes that companies often target broad demographic groups rather than specific sports, making a unified approach more impactful for attracting sponsors.

The marketing strategy also incorporates leveraging connections to film and popular culture. USA Fencing has identified over 600 individuals who have wielded a blade in film productions. The sport's presence in movies, such as Star Wars, where fight scenes are based on real fencing techniques, is also being utilized.