A transformative year for the Olympic movement

PARIS 2024 marked a historic return of the Olympics to the City of Light after a century, blending sustainability innovations with the IOC’s push towards cutting-edge technology like AI and eSports and heralding a leadership transition that defines a pivotal year for the future of the movement.

The past 12 months have been a whirlwind of transformative experiences and milestones for the Olympic Movement. 

As an Olympic year, it was highlighted by the Games’ return to Paris, and to top it all off, after a 100-year absence. 

The year also witnessed ambitious reforms in artificial intelligence (AI) and electronic sports, along with the anticipation of a leadership shift in the International Olympic Committee (IOC) as Thomas Bach’s tenure, which started in 2013, nears its end after over a decade at the helm.

With these landmarks, Olympism strengthens its global relevance, fusing tradition with innovation to connect with new audiences and tackle 21st-century challenges.

Yet, not all that glitters is gold. Alongside these advances came setbacks, including sponsor withdrawals due to irreconcilable short-term differences—such as Toyota’s criticism of the Games’ perceived “politicisation”—and controversies over sports selections, notably breakdancing and the contentious involvement of Australian athlete Raygun.

At the heart of the year, 26 July marked the opening of the Paris Games with a ceremony along the River Seine, breaking with tradition by moving the spectacle from a stadium to the heart of the city. 

This ambitious choice sparked controversy, with critics, including Donald Trump and Elon Musk, branding it a “mockery of Christianity” due to its alleged parallels with the Last Supper. 

Despite the uproar, the pageantry ultimately won over many, as athletes sailed along a 6km route from the Pont d’Austerlitz to the Eiffel Tower, blending Parisian heritage with Olympic spirit.

“We wanted to bring sport to the heart of the city and showcase Paris’s vibrancy and inclusivity,” said Tony Estanguet, president of Paris 2024. 

Iconic locations like the Eiffel Tower for beach volleyball and the Place de la Concorde for breakdancing highlighted the city’s cultural richness. 

These Games also set a benchmark for gender equality, with equal participation of men and women (50 percent) and more mixed events than ever before. “Gender equality is a pillar of Olympism. 

At Paris 2024, we wanted to send a clear message: sport is for everyone,” noted the German IOC president.

Sustainability was another cornerstone of Paris 2024, with a model that halved carbon emissions compared to previous editions. Of the three new facilities built, all will serve long-term community purposes, including the transformation of the Olympic Village into 3,000 modular, eco-friendly homes.

“Paris 2024 is not just a sporting event; it’s a legacy for future generations,” said Marie Sallois, IOC director of sSustainability.

The IOC furthered its modernisation efforts with the Olympic AI Agenda, launched in April. 

AI played a pivotal role in Paris 2024, enhancing live broadcasts with “Cloud Venue” technology, refining officiating, and tailoring training programmes for athletes. 

“AI enhances fairness and enriches the experience for both competitors and the global audience,” Bach commented.

New disciplines like skateboarding, sport climbing, breakdancing, and BMX Freestyle captivated younger audiences through innovative Olympic Qualification Series held in Shanghai and Budapest.

These events merged sports, music, and culture, though not all disciplines will return for future editions. Breaking, for instance, became a lightning rod for criticism following Raygun’s widely derided performance, which she later attributed to burnout.

“More than a competition, the Series is a new way of experiencing Olympism,” said Pierre Fratter-Bardy, director of Olympic Strategy.

The IOC also advanced its push into electronic sports, announcing the inaugural Olympic eSports Games for 2025 in Saudi Arabia. 

While eSports hold immense appeal for younger demographics, aligning their values with the Olympic spirit remains a challenge. “eSports are a universal language, but we must ensure they embody Olympic principles,” explained David Lappartient, president of the IOC eSports liaison group. 

Meanwhile, Bach’s presidency will conclude in 2025, paving the way for a new era of leadership. 

Over 12 years, Bach championed reforms like the Olympic Agenda 2020 and 2020+5, driving sustainability, innovation, and gender equality.
Seven notable candidates are vying to succeed him: IOC vice president Juan Antonio Samaranch Jr.; World Athletics president Sebastian Coe; UCI president David Lappartient; Olympic champion and Zimbabwean Sports Minister Kirsty Coventry; FIS president Johan Eliasch; FIG president Morinari Watanabe; and IOC member Prince Faisal Al Hussein of Jordan. 

The election will take place in March 2025 in Olympia, Greece, where candidates will present their visions for the future of the Olympic Movement.

Another hurdle for the IOC is the evolution of the TOP partner programme, as major Japanese brands like Panasonic, Toyota, and Bridgestone withdraw at the end of 2024, as reported previously. 

Nonetheless, the movement is pursuing new alliances with emerging brands, particularly from China, such as Hisense, Vivo, and BYD. 

“TOP remains one of the most successful marketing platforms, and we are actively working to attract new partners,” an IOC executive recently stated.

Looking ahead to the Los Angeles 2028 Olympics, the Olympic Movement plans to harness advanced technologies to deliver unprecedented spectator experiences. 

Meanwhile, the 2030 Winter Olympics in France aim to set new sustainability benchmarks in line with the IOC’s ecological goals. As the Olympic Movement continues to evolve, its adaptability to contemporary challenges ensures it remains a global symbol of unity and excellence. – Agencies