Chapter 9 Olympic Movement 10 Olympic Movement Chapter 9 Olympic Movement

Chapter Outline History of the Olympics Effects of the Olympic Games Nationalism and the Olympic movement United States Olympic Committee Athlete development Chapter summary

History of the Ancient Olympics Started with one footrace in Greece in 776 BCE to honor Zeus. More sports were added over time. Held every four years until 393 CE, when a Christian emperor banned pagan worship. Reborn in Athens in 1896 with 14 participating countries.

Effects of the Olympic Games Cost and lasting effects on host city (e.g., $43 billion for 2008 Beijing Games) Financial and commercial influence on media (e.g., $2 billion spent by NBC to broadcast in 2010 and 2012, a 46% increase) Rise of elite athletes and focus on winning Shift from amateur to professional athletes

Host City: Why the Cost? New stadiums and athletic facilities Cost overruns Direct operating expenses, including security Infrastructure improvements Repayment of construction debts after the Games

Sponsorship Sponsorship ranges from top IOC sponsors to those attracted by the host country. McDonald’s is a top IOC sponsor and has paid up to $200 million for eight years.

Table 10.1

Discussion Name a few examples of ambush marketing. Is ambush marketing a brilliant marketing plan or an illegal action?

Olympic Promotion of Nationalism National committees pick athletes to represent their countries. Ceremonies include flags and anthems. Athletes wear nation-specific uniforms and march behind their flags. Governments use Olympics to promote political causes (e.g., 1936 Berlin Games in Nazi Germany).

Discussion Should the media emphasize medal counts by nation? Discuss from a functionalist and a conflict perspective.

United States Olympic Committee Receives no funding from U.S. government. Does receive funding from private sponsors and donations. Membership categories Sport-specific national governing bodies Paralympic sport organizations Affiliated and community-based organizations

USOC Structural Changes Scandals, then government intervention Until 2004, 100 board members; now smaller committees, annual reporting Current goals Develop athletes at the grassroots level. Provide access to elite training programs. Support Olympic athletes’ training and competition.

USOC Mission Statement To assist in finding opportunities for every American to participate in sport, regardless of gender, race, age, geography, or physical ability.

Pursuit of Medals U.S. dominance since USSR breakup U.S. baseball failure to qualify for 2004 Games (baseball and softball now dropped from Olympics) U.S. basketball no longer automatic gold China and other Asian countries vying for top medal slots

Discussion If a country’s goal is to win the most medals, what is the best strategy for using its resources? What should be the goals of a national governing body?

USOC’s Athlete Development USOC oversees identification of athletic talent, but no single system is in place. Training facilities are spreading from a few Olympic centers to smaller sites. USOC provides support and materials to develop coaching.

Proposals for Change Decrease commercialism. Eliminate nationalism. Ensure drug-free competition. Decrease size and cost of hosting the event. Increase security. Others?