Embracing Change: The Future of the Olympics

The phrase “Change or be changed”, prominently displayed in the office of Thomas Bach, President of the International Olympic Committee (IOC), resonates with the iconic “believe” poster from the TV series Ted Lasso. While it might seem like a cliche, this motto encapsulates critical concerns central to the Olympic Games. As we look toward the future, what lies ahead for this historic competition? What legacy will it leave? How can it stay relevant in a rapidly evolving world? And how is the IOC Addressing the contemporary social and environmental challenges?

Over the past decade, the IOC has faced numerous challenges, from the substantial carbon footprints of past Games to issues of accessibility and inclusivity. The pandemic’s enduring impacts and the pressure to align with global social, economic and cultural shifts have made the call for transformation louder than ever. The Tokyo 2020 Olympics, held in 2021 due to the pandemic, epitomized the need for adaptability. Despite unprecedented challenges, the Games were delivered, becoming a beacon of hope and providing that with determination, any obstacle can be overcome.

“Embracing change to stay relevant is our top priority”, said Christophe Dubi, the IOC’s Olympic Games Executive Director, in an interview earlier this year. “Only by constantly challenging ourselves and adapting can we continue to appeal to both audiences and host cities.” This commitment to change is evident in the IOC’s approach to the upcoming Paris 2024 Olympics, particularly in its focus on sustainability and inclusivity.

Historical Context: Lessons from Past Games

The Olympics have a long history of transforming host cities and shaping global perceptions. For instance, Seoul’s hosting of the 1988 Games marked a significant turning point of Seoul as a modern, global city. This legacy paved the way for South Korea to host other major events, such as the 2002 FIFA World Cup and the 2018 Winter Olympics in Pyeongchang, boosting international tourism and economic growth.

Similarly, London continues to benefit from the legacy of the 2012 Olympics. The Games led to the extensive redevelopment of East London, transforming it into a vibrant cultural and sporting hub. The Queen Elizabeth Olympic Park, built on a former industrial site, remains a popular venue for events and a symbol of successful urban regeneration. The London Games also set new standards for sustainability and community engagement, which continue to influence Olympic planning today.

The Paris 2024 Olympics: A New Chapter

As the world tunes in to the Paris Olympic and Paralympic Games - that can now be watched on EUROSPORT or streamed through Max - there is a shared optimism among the IOC, the French government and all involved. Paris 2024 aims to set new benchmarks for sustainability, with plans to halve the carbon footprint compared to previous Games in London and Rio. “The Paris Games will have a carbon footprint that is only 50% of the average for London and Rio,” explained Christian Klaue, the IOC’s Director of Corporate Communications and Public Affairs. “They’ve done an excellent job utilizing existing venues, with the only new construction being a swimming pool. This aligns perfectly with our new policy to prioritize existing venues. If not available in the host city, we look beyond, even outside the country.” For example, the Olympic sailing events and some football matches will take place in Marseille, while surfing competitions will be held in Tahiti, French Polynesia.

Some of you might have noticed that the beds that the contestants use are made out of cardboard. These types of beds have made their debut in the previous iteration of the Olympic Games, in Tokyo, and while the internet was quick to point out and have a laugh that the beds were made out of cardboard so that the contestants can’t have any sexual intercourse, the real reason differs a bit. While the internet’s reason is valid, the beds also make the Games more environmentally friendly and are also pretty comfortable. They can be transported unassembled in relatively small containers, and then, once the function is over, they can be recycled. “We designed these cardboard beds so that they can support up to three or four people jumping, because after winning a medal, people are very happy,” Motokuni Takaoka, founder and president of Airweave, said.

This focus on sustainability reflects a broader shift in the travel and tourism industry, where eco-friendly, “light touch” events are increasingly valued. “This policy marks a significant departure from the past focus on grand new structures,” Klaue continued. “Today’s audience is more interested in how the Olympics integrate with the local environment and the long-term impact on the host city.”

Accessibility and Inclusivity: A Core Focus

Accessibility is another key focus for the Paris Games, particularly with regard to the Paralympics. Historically, Paralympic sports received minimal coverage, often with a patronizing tone. However, recent years have seen a surge in media attention and public interest, recognizing Paralympic sports as a showcase of world-class competition. David Clarke OBE, CEO of Paralympics GB and a former blind footballer, highlighted this shift: “We have enjoyed an enormous uptick in coverage through the media and television over the last decade, with the focus being on live streaming of Paralympic sport. This, coupled with a similar increase in public interest in Paralympic sport and demand for greater opportunities to get involved, has led to the Paralympics being considered a critical part of a Games year.”

The increased attention to accessibility in Paris is evident, with preparations to host over 350,000 visitors with disabilities and 4,400 para-athletes. Efforts are being made to ensure comprehensive access for disabled travelers, including improved public transport and accessible venues. “Hosting a Paralympics serves as a catalyst for broader societal change,” Clarke noted. “It encourages improvements in public transport accessibility and public attitudes towards inclusion, highlighting the importance of building an inclusive society.”

The Future of the Olympics: A collective Experience

The legacy of the Games depends significantly on the IOC and the IPC’s vision for the future. The impact of the Olympics transcends physical infrastructure, focusing on the emotional and unifying experience of bringing together people from diverse backgrounds. This shift towards a more person-centered approach is evident in the excitement generated on social media, particularly platforms like TikTok, where athletes share their experiences and connect with fans. The Paris 2024 Games will be the second to take place in the TikTok era, with athletes using the platform to engage with audiences and document their journey.

“It all goes back to the motto, ‘change or be changed’,” Dubai concluded. “With athletes from every corner of the globe coming together, we create collective memories and positive emotions. That’s the true legacy of the Olympics.”

As the Paris 2024 Olympics continue, they are constantly evolving, reflecting broader societal changes and setting new standards for sustainability, inclusivity and global engagement. The Games’ legacy will not only be measured by the infrastructure left behind but by the lasting impact on the people and communities involved. The true power of the Olympics lies in its ability to bring the world together, creating shared experiences and fostering a sense of global unity.

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