2006 Olympics
Is Money Ruining the Olympics?
By Jon Bellwood
Feb 13, 2006, 12:45

The Olympics -- brought to you by McDonalds

As the Olympics descended on Turin, and the corporate sponsors brought their logos out in force, you have to wonder if the Games are still relevant to sports fans, or whether they have they become a commercial procession without inherent value as a sporting event. 

Certainly no one could argue that the games aren’t a massive opportunity for many global corporations. Most sports, to some degree, rely on TV money and sponsorship, the Olympics are no exception. But does this corporate sponsorship bite into the ethos of the Games, or is it simply a necessary vice?

Many would say it’s laughable to see McDonalds as sponsors of something associated with health and fitness, but hey, they’re trying to change and become healthier these days as well -- if you believe their ad campaigns anyway.

The global giants love the Olympics, with the big guns out in force for Turin. Alongside Ronald McDonald and friends, you get Panasonic, Samsung and Coca-Cola throwing their dollars at the organizers and your television screen.

The Olympics are a massive worldwide sporting event, which is obviously what appeals to these companies. Looking at the sponsors’ logos every few seconds via the numerous advertising boards could be seen as bearable if it what is required for the Games to take place.

These corporations are also making millionaires out of some the top names in winter sports. One example is Bode Miller, whose sponsor portfolio includes Barilla pasta and Rossignol. This is bringing winter sports in line with the rest of the sporting world, where most of the top performers are millionaires.

But these Olympics seem to barely be related to the principles upon which they were founded. The Olympic Charter says:

"Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities of body, will and mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the joy found in effort, the educational value of good example and respect for universal fundamental ethical principles."

This has all been thrown out of the window for a win at all costs attitude within which the only gauge of success is the medals table at the end. Even over here in the UK, where we have little to no history of sporting success in the Winter Games, we have performance targets athletes must hit in order to keep their funding.

Considering our average is roughly one medal per Winter Games since they started, it seems a little harsh, especially considering we don’t even have the training facilities for many of the events. Thankfully, the qualifying times athletes have to attain now mean the world won’t be subjected to another Eddie the Eagle, so every cloud does have a silver lining.

There is also a problem in the costs associated with putting on the Games. Even with the corporations and ticket sales, many cities and governments plough in further billions to host the games and sponsor athletes, much of which is never reclaimed through the purported increase in tourist revenue and further corporate investment. The 1976 Summer Games in Montreal, in which the host city incurred massive losses, are a perfect case in point.

However, often the Games will leave a legacy. For instance, once the games have left Turin, previously famous for the exploits of the Juventus football (soccer) club, the city and its surrounding area will be left with a legacy which will hopefully bring massive economic benefits in the coming years.

Facilities in Turin and around the slopes of Sestriere have been improved, and the facilities for all the other Olympic sports are also present. This creates a great location for athletes to train and also for world cup events.

This pales in comparison to the tourism benefits. The rich can come and burn their cash on the slopes and in the bars, providing a huge economic benefit, and giving Turin a great image.

So far their has been no mention of the Olympics best attribute: that magical feeling they provide that leaves millions of fans on the edge of their sofa, taking in as much of the spectacle as they can.

Who can argue with the razzmatazz of the opening ceremony, the sheer amount and variety of sports available, or the heroics performed by the athletes in pursuit of that elusive gold medal? There are also the upsets that every Olymics provides. As I type, an unknown Frenchman, Antoine Deneriaz, has taken the gold medal in the downhill ahead of big names like Hermann Maier and Dahron Rahlves.

It is that air of unpredictability about the Olympics that has people coming back for more. After all, who can forget Eric the Eel and his swimming pool exploits? In Turin, there is the 52-year-old Venezuelan competitor, Werner Hoeger, in the luge. He finished 32nd of 36 competitors but he has lived the dream, and that’s what it’s all about.

There are plenty more of these feel good stories, such as Austrian and Scottish skiers Herman Maier and Roger Cruickshank, coming back from life threatening and career threatening injuries respectively to be present in Turin.

These stories and that sense of unpredictability are what keep the Olympics going. And as long as they still have the spirit and that sense of the occasion, the Olympic flame will continue to burn brightly. And if commercialisation is the necessary evil keeping the flame shining, then so be it.

Jon Bellwood is a contributing writer for Atomic Sports Media out of our London , UK bureau. He can be contacted at jon.bellwood@atomicsportsmedia.com.