One of the biggest media and commercial binges in the last four years got under way at the end of July. We refer of course to the Los Angeles Olympics, rumoured by some simple souls to be a sporting festival but in fact an excuse for making money and reinforcing nationalist prejudices.
These were clearly the most commercialised Games ever held. The stages of carrying the Olympic torch across the United States were auctioned for three thousand dollars a kilometre and prominent alongside each runner was someone in a T-shirt advertising the telephone company, AT & T. Each sporting facility had its own sponsor; McDonalds, for instance, built the swimming pool, and Southlands Corporation the cycling velodrome. Fearing a repetition of the Montreal fiasco of 1976 (where the Games will not be paid for until the next century), Los Angeles only agreed to accept the Games if it could be guaranteed that the city would not lose money on them. This was assured when a consortium of businessmen accepted responsibility and set out to make as much money from the Games as they could.
The modern top-class sportsperson can hardly be other than a full-time athlete. Long gone are the days when it was possible to stay at the top by means of a couple of light training sessions a week. Training nowadays is highly scientific, with different emphases for different events, and a daily commitment is required. This is partly why Olympic eligibility is determined not by the International Olympic Committee (IOC) but by the international governing body of each sport. So runners are allowed to make a living from the sport, while swimmers are not. In 1988, when tennis is part of the Games, professionals will be openly allowed to compete — provided they are under twenty!
The American athlete Carl Lewis has openly stated that "the Olympics are about money and not much else”. And he should know: he calculated that every gold medal he won in the Games (and he won four) would be worth one and a half million pounds to him. There would be endorsements for sports products, of course, but also for clothes, deodorants, and the like. Coca-Cola are discussing an extra contract with Lewis worth over four million pounds. Even this will just keep him in the style to which he is accustomed. He maintains his “amateur” status by having his income paid into a trust from which he can draw generous “expenses”. Not surprisingly, he sees little point in formally turning professional.
It may be worth recalling that the original Olympics of Ancient Greece were not based on amateur ideals either. In addition to victory garlands, sizeable prize money was paid, and athletes eventually organised their own professional associations to negotiate with the promoters of games. It is probably not too far-fetched to discern a professional circuit of games which provided an income for highly-trained full-time athletes. There was no pretence that taking part was more important than winning: victory in competition was what mattered, and there were no records or personal bests.
According to the accepted mythology, the Olympics were revived in 1896 because of the heroic vision and single-minded energy of Baron de Coubertin. In fact, there had been plenty of earlier attempts to do so. In 1612, Robert Dover founded the Cotswold Olympics, which won royal approval from James I (they endured in some form till 1852, when they were discontinued because of “debauchery”). In 1862, some “Olympics” were held in Liverpool, but nothing further came of them. Basically, these were sports gatherings for ordinary people — it took an aristocratic movement to get the Olympics truly going again.
De Coubertin was much influenced by the ethos of the English public schools and sport’s role in them. Thus his list of proposed sports for the first Games included rowing and cricket. The early Games were very much for the rich — ordinary workers could not afford the cost of attending, and sporting organisations were too primitive to arrange and finance large teams. In fact it was not until 1908 that entries were made nationally rather than individually, a change which presaged the later jingoism and national rivalries. Many of the early competitors — especially those from the United States and Great Britain — were university athletes, as these institutions provided some of the best facilities for training and competition.
Ironically it was in 1936, the year of the Berlin Olympics, that de Coubertin died. The Olympics had been assigned to Berlin in 1931, before the Nazi takeover, and no had forseen what would happen. No expense was spared in providing superb stadia and other facilities, or in ensuring that the German squad was trained as well as was possible. In 1933 the American Amateur Athletic Union had voted to boycott the Games if German Jewish athletes were discriminated against: but in December 1935 the American Olympic Committee decided narrowly against a boycott. It is often said that the 1936 Games were the first overtly political ones, but a better candidate for this title is the 1920 Games, which were awarded to Antwerp (as an emotional consolation to Belgium after the war) and from which those countries defeated in the war were excluded.
The organisation of events so as to fit in with convenient television timings is a fairly recent innovation but their manipulation for non-sporting reasons is not. For instance, the marathon distance of 26 miles 385 yards has no connection with Ancient Greek battles. The distance was fixed at the London Games of 1908. The race was run from Windsor to the White City, which turned out to be precisely 26 miles. But an extra 385 yards was added so that the finish could take place in front of the Royal Box.
Talking of royalty, the Games are fated to occur in the same years as American Presidential elections. But for this, there would hardly have been an American boycott of the 1980 Moscow Games. This year President Reagan has noted the potential for exploiting the Games as part of his re-election campaign. Having been thwarted by Olympic officials in his attempt to secure a more than purely formal role in the opening ceremony, he made the most of every American success. As far as the tame American media were concerned, there was certainly only one country competing.
Which brings us to the boycott on the part of Russia and other East European countries. This was ostensibly because of lack of guaranteed security in Los Angeles but is more likely to be at bottom another move in the lofty and lowly world of power politics. In view of the strength of some of the withdrawing countries, it inevitably means that the achievement of the winners will be devalued, thus reducing the capital that Reagan can make out of American medals. One side-effect of the boycott was the decision of the IOC to pay all the expenses of the Rumanian team, as a way of ensuring some East European presence.
With these the third Games in succession to suffer from a boycott, the IOC executive committee has proposed that attendance at future Games be made compulsory. Of course, the only way to punish infringements of such a rule would be suspension from the Olympic movement. Like truancy from school being punished by expulsion. It clearly takes an Olympic committee to dream up something like this.
The Olympics, then, were not a sporting festival designed to promote international peace and harmony, but a further example of the way capitalist rivalries and priorities pollute and distort every aspect of life under the present social system.
Paul Bennett
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