Executive Summary

European Youth Olympic Festival EYOF 2025 was a major opportunity for North Macedonia to promote youth sports and strengthen its international image. However, public perception suggests the event lacked visibility and was overshadowed by criticism of poor organization. Pikasa Analytics reviewed 1,468 media articles and found that while only 10% were explicitly negative, most narratives focused on logistical issues and athlete complaints, not sports achievements. The overall media tone was mostly neutral or positive, indicating that social media and viral content may have driven public discontent. The event highlights the need for better communication and narrative management in future national events.

Introduction

Skopje hosted the European Youth Olympic Festival (EYOF) 2025 between July 20–26. Originally launched in Brussels, EYOF is a European multi-sport event that promotes Olympic values and gives young athletes a first taste of international competition. For host countries, EYOF is an opportunity to showcase their organizational capacity, boost tourism, and promote youth sports on a European stage. North Macedonia secured the right to host the event in October 2023, which was described as “an excellent opportunity to promote our city as a sports-tourism destination, and to once again prove ourselves as outstanding hosts,” said Mayor Arsovska at the time.

Signing the ratification for EYOF organization in Skopje - Source: MIA

Public Reaction and Media Perception

However, as the event began, many citizens expressed surprise on social media that such a large international event was even taking place in the country. The only visible sign of the festival, they noted, was the presence of groups in matching uniforms, referring to the national delegations walking the city or heading to training. The general perception was that the event received insufficient media coverage, and when it was covered, the tone was predominantly negative, focusing on organizational shortcomings, logistical failures, and political blame games.

In response to these concerns, the Pikasa Analytics team decided to assess media coverage and investigate key questions circulating in public space:

• Was media coverage sufficient for an event of this scale?
• What was the general tone of the articles?
• Which narratives dominated – sports results, athlete experiences, or the event’s organization?

Methodology

Using Pikasa’s media monitoring and analysis platform (analytics.live), we analyzed the narratives, tone, and volume of media content related to EYOF. The period under review was June 1, 2023 – July 30, 2025. A total of 1,468 articles were published on the topic, with 88% of them (1,298 articles) published in 2025, after the ratification announcement by Mayor Arsovska.

Percent of Articles Shared on Skopje EYOF 2025

Mentions / Engagement Comparison Timeline on EYOF Skopje 2025

To contextualize visibility, we compared EYOF coverage to another major international event in North Macedonia, the 2024 OSCE Ministerial Summit. Despite differing in nature, this comparison helps understand the scale of media attention. The OSCE Summit generated 9,123 articles in Macedonian media, in stark contrast to the 1,468 articles covering EYOF.

Number of Articles Published - Comparison

Tone of Media Coverage

Despite public complaints about poor organization, only 2% of the articles had a distinctly negative tone. These articles mainly covered the poor athlete experiences related to accommodation and food. Some highlighted political finger-pointing, mostly from opposition parties, accusing the government of bringing embarrassment to the country.

Another 7% of articles were critical, targeting the Ministry of Sports, the City of Skopje, and the Macedonian Olympic Committee for various organizational shortcomings.

The remaining 91% of the coverage was fairly balanced:

• Neutral (45%): These articles reported results and general event coverage.
• Positive (46%): Focused on the opening and closing ceremonies, volunteer spirit, and youth participation.

This tone-analysis suggests that the negative public perception was not entirely driven by traditional media, but rather likely amplified by viral misinformation or selective narratives on social platforms.

Tone of the Articles Published on EYOF Skopje 2025

Narrative Analysis: What Stories Did the Media Choose to Tell?

While the EYOF 2025 was designed to spotlight the energy and talent of Europe’s youth through sports, the media narratives that emerged told a somewhat different story.

Our analysis revealed that the dominant media focus was not on athletic achievement or Olympic spirit, but rather on the organization of the event itself. Discussions around logistics, event planning, and infrastructure took center stage in public discourse.

Closely following in narrative weight were articles centered on the experiences of the athletes, particularly negative ones. Media reports highlighted complaints about poor accommodation, low food quality, and substandard hospitality. Some of these stories gained traction due to viral social media posts, such as those referencing the experience of the Icelandic cycling team, which were then picked up and amplified by traditional media outlets.

Surprisingly, the narratives that should have defined the EYOF, the sports themselves, were pushed to the margins. Stories of young athletes achieving personal bests, team triumphs, or inspirational journeys received far less coverage. Articles that focused on sports results were typically brief, neutral in tone, and lacked the emotional storytelling that could have resonated with the broader public.

In essence, the media failed to frame the EYOF as a celebration of youth and sport, instead allowing the conversation to be dominated by functional critiques and controversies.

EYOF Skopje 2025 - Media Narratives

Conclusion

While EYOF 2025 presented an opportunity for North Macedonia to elevate its profile as a sports and tourism destination, the media coverage, though not overwhelmingly negative, was insufficient in volume and focus. The public perception of failure was less a result of media hostility and more a consequence of low visibility, lack of storytelling, and viral social media criticism.

To fully capitalize on such events in the future, organizers and institutions must invest in proactive communication strategies, amplify athlete stories, and actively manage the media narrative, before, during, and after the event.