An examination into this dichotomy, between the Olympism philosophy the IOC professes and commercial reality of their decisions, illustrates certain contradictions. First, the commercial effort exerts a newfound focus on the Western consumer in place of the global population at large. Secon...
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.... Finally, the IOC should start focusing more of its marketing and broadcast efforts to reach a wider audience, outside of the consumer-oriented Western audience. It is important for the entire global community to be able to view and understand the significance of what the Olympics represents.
Outlined here are the conflicts the IOC faces as they move forward with their vision of the 2016 Olympics and beyond. A commercialized Olympics was inevitable, but the IOC will need to assess the implications of the path they are currently on. By working with the sponsors and broadcast partners and rebalancing the IOC’s core philosophy, Olympism can be restored to the Games. Olympism represents the pillars that hold up the Olympic Games as a paragon of human cooperation and social reform, and it won’t matter how far the revenue numbers climb for the IOC if this concept is lost.
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