Corporate sponsorship has also changed. Koning: “The days when sponsoring meant transferring a lot of money and then advertising are long gone. There is much more of a call for transparency and sustainability, for example.”
The next Games, the Winter Games in Beijing, start in seven months. There, (Western) sponsors do not want to be associated with human rights violations by China, such as the treatment of Uyghurs. Koning: “That is difficult for sponsors, they will be careful with that.”
Sponsors are also more often addressed on deals, such as Cristiano Ronaldo who shoved Coca-Cola bottles away during the European Championship. He said rather drink water. Coca-Cola is one of the major sponsors of the IOC.
Good deal for LA
All these factors make the future of the Games not exactly rosy. But according to Jelle Schoemaker, sports economist at the Hogeschool van Arnhem and Nijmegen, things are going in waves. “Before 2016 there were many candidates and the IOC could make many demands. That is why Rio had to promise a lot. Then follows a period with fewer candidates and the countries can make demands.”
Los Angeles, for example, managed to secure various concessions from the IOC for 2028, including a €135 million fund for youth sports in the city. Schoemaker: “This could make the Games socially and financially good.”
It is also mainly democratic countries that find the Games too expensive. Schoemaker: “Other countries want to participate in these kinds of sporting events on the world stage and promote their country, such as China.”
For the time being, the Olympic calendar for Summer Games until 2032 and for Winter Games until 2026 is full. Countries can register for after that. Let the games begin.
Fewer and fewer countries want to organize Games: ‘Is seen as a waste of money’
Source link Fewer and fewer countries want to organize Games: ‘Is seen as a waste of money’