Spartan Olympics

 
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By Khaled Diab

In an era of economic austerity, we must revive the idea of a permanent venue for the Olympics, which would also help to de-politicise the games.

Tuesday 7 August 2012

The Olympics have sometimes been used as a podium for shameless propaganda. Image: okänd

The London Olympics have been an entertaining spectacle and, as usual, a thrilling sight of sporting prowess, enabling largely harmless shows of patriotism, as fans cheer on their national stars, often in some of the world’s most obscure sports.

But this carnival carries an exorbitant price tag. Although the UK government has announced that the 2012 games will cost the taxpayer less than initially advertised, the final cost will still be an astronomical £9 billion ($14 billion). At a time of severe austerity, high youth unemployment and dramatic insider bank heists, it is welcome news that the Olympics in London will cost less than half of the Beijing games.

Nevertheless, this is an enormous cost for what, judging by previous experience, is an investment in disposable infrastructure that, like in Athens and Barcelona, usually lies abandoned and decaying for years as a monument to modern excess.

Given the amount of scarce resources the games require, organisers and their supporters have for years sought to deflect criticism by talking up the regenerative power of the games on deprived urban areas and the economic dividend the raised profile delivers the host city. But research suggests that both these claims are tenuous at best.

So that leaves national prestige and/or vanity. While there is nothing wrong with channelling nationalism into the often harmless avenue of sport and people seizing the chance for some good-humoured flag waving, but it is the taking part that should matter, not the hosting.

Besides, sporting nationalism is not always harmless or good-humoured. In fact, the Olympics have sometimes been used a podium for shameless propaganda. The most notable case was the 1936 games in Nazi Berlin. The silver lining was the sportsmanship exhibited by German athlete Luz Long who helped the African-American athlete Jesse Owens to win the long jump – a poignant gesture of subversion against Nazi race politics and American racial segregation.

In the West, the Beijing Olympics were also rightly criticised as an attempt by the Chinese authorities to whitewash the country’s poor human rights record, democratic deficit and the Tibetan question, not to mention the separatist rebellion in Xinjiang which flared up shortly before the games.

But despite its self-image, the West is not above playing such political games, and the London Olympics can be seen partly as a propaganda exercise to try to repair the damage to Britain’s image abroad caused by its bloody military misadventures of the past decade. Ironically, the United States led a boycott of the 1980 Moscow Olympics to protest the Soviet Unions 1979 invasion of Afghanistan, yet no one has spearheaded a similar boycott against the UK for taking part in the US-led invasion of Afghanistan. British double-standards here are not as blatant as America’s, given that the UK did allow its athletes who wanted to compete to go to Moscow.

So how can we both reduce the cost of the Olympics and abolish the political track and field side events?

The answer is, symbolically speaking, to make the games less Olympian and more Spartan, by re-establishing the ancient idea of a permanent neutral venue for the Olympics. This would not only depoliticise the hosting of the Olympics, but would also slash costs dramatically and ensure the efficient reuse of infrastructure.

Finding an appropriate location would not be easy. Olympia in Greece would certainly have a powerful symbolic advantage, but some of Greece’s neighbouring rivals might object.

To avoid the political wrangling that would inevitably arise in deciding where to locate a permanent Olympic venue, the International Olympic Committee could invite interested countries to bid a tiny part of their country which would be declared, rather like the UN headquarters, neutral international territory.

The different sites would be put up for an international vote and the selected one would immediately become a non-political international zone. In addition, an international fund would be set up to construct a fully-equipped Olympic city with all the necessary sporting facilities and accommodation.

Of course, though this would save a bundle in cash, it will not entirely de-politicise the Olympics since the games will remain an outlet for petty nationalism and flag waving. But it will allow a purer expression of the Olympic ideal: it seeks to make of sport an arena where countries can cast aside their political differences and build understanding through friendly competition.

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Will the real Olympics please stand up!

 
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By Christian Nielsen

As propaganda and branding goes, no one holds a candle to the Olympics. But is growing commercialisation protecting or threatening the Olympic spirit?

Monday 23 April 2012

Londoners are getting ready for the greatest show on earth to rumble into town this July-August. Many have shelled out vast amounts to witness the best athletes battle it out for glory. Others are heading for the hills to avoid the mayhem. Just as many are turning their homes into mini-hotels in the hope of a little Olympic ‘payback’.

But that is about the extent of the piggybacking that the International Olympic Committee (IOC) – the international body that oversees this mega-event – will allow. Attempts by businesses, large or small, to use the Olympic symbols or iconography to boost their sales is more than frowned upon.

In the lead up and during the Olympics, the IOC will no doubt be ‘policing’ its territory in major markets in search of infringements. They will have agents scouring the internet, newspapers, magazines and streets to protect their brand from party crashers, anyone who hasn’t paid for the right to associate with the Olympic movement. So, Achilles Pies in Peterborough, or Joe’s Javlins in Johannesburg should resist the temptation to use the Olympics as an angle to push for faster, stronger, higher sales growth this summer!

Sponsors pay many millions for the right to be in the same room with the Olympics. You don’t believe me? Well, take a look at the international brands that signed up to its ‘Worldwide TOP’ programme, among them McDonalds and Coke (the ‘healthy’ food and drink of choice for athletes!).

According to the IOC: “The Olympic games are one of the most effective international marketing platforms in the world, reaching billions of people in over 200 countries and territories throughout the world […] Revenue generated by commercial partnerships accounts for more than 40% of Olympic revenues […] Each level of sponsorship entitles companies to different marketing rights in various regions, category exclusivity and the use of designated Olympic images and marks.”

On top of sponsorship, the Olympics ‘marketing programme’ includes revenues from television rights, ticketing (ask Londoners about that) and licensing. This programme is very much geared towards ensuring the Olympics’ long-term financial security. It also seeks to “protect and promote the equity that is inherent in the Olympic image and ideals” and, meanwhile, somehow “control and limit the commercialisation of the Olympic Games”.

The Olympics haven’t always been about money. Pierre de Coubertine revived the Olympic games in 1896 and steered its growth until hostilities during World War One made it impossible to host the event. Other low patches for the Olympics were the 1936 Berlin Games, which many consider to have been hijacked by Hitler’s Nazi movement, a second cessation for World War Two and the horrific terrorist attack on Israeli athletes during the 1972 Munich Games.

The Montreal Games four years later was supposed to revive the Olympic spirit, but very nearly bankrupted the city and the whole movement. It couldn’t get worse, the IOC thought, but it did. Cold War politics was played out during the 1980 Moscow Games, resulting in a US boycott. But the Olympics were too big to fail.

Perhaps still motivated by Cold War idealogy, the only way forward for the games was to embrace capitalism, and the 1984 Los Angeles business model was very much in line with that. Spurred on by the host city, the IOC developed a bigger, bolder sponsorship package which basically saved it. The rest is history and today cities compete to host each successive games.

Meanwhile, the rules on who can compete have relaxed over the years. This is in recognition that, in order to draw the best-of-the-best – and thus maintain its cache as the greatest sporting event on the planet – the games had to accept professionals into its fold. Many of these professionals, such as the tennis and football stars, earn as much as some small Pacific island nations competing at each games. But hey, no need to labour the point any further.

The Olympic games started as an amateur(ish) gathering of the sporting elites of the day, but it moved with the times. Like any organism, it is programmed for survival, and in this day and age that means being liquid. Selling and, in turn, protecting its ‘brand’ makes sense. So don’t be fooled by the warm fuzzies of peace and understanding that the Olympics tries to promote. It’s a business, just like everything else.

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