8 Changing times As society changes, so does the world of sport. Digital technology is becoming more and more prominent, and the emphasis on the individual is becoming stronger. More Dutch people than ever before have taken up sport in recent years, but without joining clubs. People find new forms and structures. They setting up their own cycling or walking groups for instance or dropping into the gym at a time that fits their personal needs. While some like to play soccer in club competitions on Sundays, others may prefer to play with a group of friends in the park on Tuesdays. This is not a recent trend. However, the rapid pace of change is new and unprecedented and has certain consequences. The traditional structure of the Dutch sports sector, with federations, clubs, and competitions, is under pressure. Dutch NOC and the sports federations must respond to these rapidlychanging conditions. We are convinced that if we fail to act, the current sport system will collapse. The organised sports sector must take note of the needs expressed by individual participants, and then think of ways to respond to them. The current changes also affect the funding and affordability of sport, not only because club membership fees and subsidies are under threat, but also because sponsorship solely as brand promotion is a thing of the past. That means that new earnings models need to be developed. Another change relates to the liberalisation of the gambling market, which provides certain opportunities, but also creates uncertainties for Dutch sport. Nor can the role of Dutch public authorities in funding sport be taken for granted as much as in the past. Fortunately, the tremendous benefits of sport are just as obvious today as they were in the past and sport still provides attractive opportunities to companies and public authorities. Moreover, the Dutch sports sector possesses data that are in great demand and presenting opportunities for new forms of cooperation. In the Sports Agenda 2017+, the Dutch NOC and the Dutch federations focus squarely on the individual participant. Sport belongs to everyone, from club members or people who sign up for a weekly yoga class to those
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