News and Insights
Paris Olympics: The Beginning of a New Era, or Survival 101?
August 20, 2024
Now the 2024 Summer Olympic Games in Paris have drawn to a close, it is worth reflecting on the International Olympic Committee (IOC)’s strategic communication priorities in the lead up to this most recent instalment of the Games.
Historically, the Summer Olympic Games have been viewed as iconic, global events where heroes are made, and history is written. However, as much as the Games have become a celebration of the human spirit, in recent decades they have become increasingly overshadowed by geopolitical agendas, doping scandals, allegations of corruption and human rights abuses, and local resentment and apathy on the part of the citizens of the host cities.
The IOC has once again been dealing with many of these same accusations. In light of this continued scandal, the Olympics is facing a foreboding future.
This sentiment is particularly apparent when one considers how few cities are actually putting their hands up to host the Summer Games. Such was the trepidation of hosting both the 2024 and 2028 Games, only two cities submitted bids—Paris and Los Angeles. They were thus awarded the respective games by virtue of being the only ones willing to shoulder the financial and political burden of hosting such a global event.
Meanwhile, The Winter Games are facing an Ice Age-like extinction as the IOC found the number of viable hosts could be reduced to just 10 countries globally by 2040, not least due to the need for existing venues and suitable temperatures at the time.
Greenest Summer Games Yet
Reflecting on all the above, how does the IOC plan to save the Olympic Games? The narrative surrounding this summer’s Games can be summarised in one word—change.
The Paris Games have been dubbed the ‘greenest Summer Games yet’, with the aim of achieving a 50% reduction in greenhouse gas emissions compared to the average of the 2012 and 2016 Summer Games.
To minimise unnecessary wastage, 95% of the competition infrastructure was either pre-existing or a temporary construct. This represents a marked departure from recent history; take for example the 2004 Athens Olympics, where 21 of the 22 purpose-built stadia have since been abandoned or remain idle.
In a similarly green-focused move, the athletes’ village – which will be converted into social housing for 12,000 people – was built predominantly with wood, low-carbon cement and features an energy efficient natural ventilation system instead of air conditioning — all to ensure lower emissions per square metre than traditional buildings.
21 of the purpose-built stadia for the 2004 Greek Games have since been abandoned or remain idle. [Photo credit: Thanassis Stavrakis/AP]
The Parisian Perspective
However, not everyone was in favour of the Games.
A poll in April this year showed just over a third of the French public felt enthusiastic about hosting the Olympics in their capital city. Another poll (Odoxa, 2023) found that more than half (52%) of locals considered leaving Paris for the duration of the Games. Many locals were outraged, for example, by a decision to double the price of bus and metro fares for the duration of the Olympics, as opposed to making them free of charge, as was originally promised.
However, one of the biggest points of tension was the €1.3 billion investment in cleaning up the River Seine. Some Parisians went so far as to threaten to defecate in the iconic river, in response to President Emanuel Macron committing to swim in the Seine to show it was safe.
Genuine change or reputation management?
As part of the IOC’s commitment to delivering change, the organisation has recently committed to a multi-faceted approach designed to demonstrate a renewed commitment to transparency, sustainability, inclusivity, and legacy.
One such measure, its ‘Anti-Corruption Clause’, is intended to restore transparency and trust in light of the scandals, most notably the awarding of the Sochi Winter Games in 2014. The measure—introduced in 2017 before Paris was awarded the Games—was designed to provide clear communication of the 2024 Olympics host city selection process, including the expected impact of the Games on the host city and its residents.
These efforts also align with the broader global push for greater environmental responsibility and are designed to position the IOC as a forward-thinking, evolving organisation.
Another significant development was the announcement by World Athletics president Sebastian Coe that the governing body would award $50,000 to each gold medal winner across the Olympics’ 48 different track and field events. This initiative also provides a “firm commitment to extend the prize money at a tiered level” for other medallists in the 2028 Los Angeles games.
€1.3 billion was invested in cleaning up the River Seine. [Photo credit: Getty Images]
The Paris legacy?
The IOC wants the Paris Olympics to leave a lasting and positive legacy and one capable of restoring the organisation’s wider credibility at a global level, whilst also endearing itself to its host city. Initiatives such as the creation of new public spaces, improvements to local infrastructure, and the promotion of sports at a grassroots level were emphasised to put this message at the forefront of the narrative around the Games.
For those of us on the outside looking in, time will tell whether the IOC’s new approach is genuine or mere survival tactics to get the organisation out of a tight corner. Rebuilding organisational reputation takes time, commitment and engagement with relevant stakeholders. It must also be underpinned by substance and meaningful proof points, as opposed to token gestures.
If the IOC is serious about saving its Games, it is taking some welcome new steps, but it must ensure that all levels of the organisation follow through in a committed and transparent manner.
Can they do more? Absolutely.
Will they do more? That remains to be seen.
A version of this blog was first published on finnpartners.com/ie
Cover photo credit: Getty
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