We will know this Friday which city will be selected to host the 2016 Summer Olympic Games. The contenders are Rio de Janeiro, Chicago, Madrid and Tokyo. As I discussed in my last book, The Olympic Games Effect (John Wiley & Sons 2008), hosting an Olympic Games is more than just a financial undertaking. Certainly, the literally billions of fans that tune in to watch the games creates a sizable economic impact. And the TOP sponsors (The Olympic Partners...) are eager to ensure their investments lead to increased awareness, brand development, and long-term success, let alone improved business performance. But the Games, at their core, have always been about the athletes. This has been true since their inception in 776 BC and it continues today. Granted, today's best Olympic athletes garner attention and wealth that the Ancient Greeks could not have even remotely envisioned. At the same time, the Ancient Greeks did have their own form of athlete sponsorships (City States gave victors food for life, lifetime tax relief, homes...) that are loosely parallel to the rewards received by today's athletes.
Beyond the athletes, the Olympics have historically served as a source of pride for the host city as well as a connection to the transcendent values represented by the Olympic Dream. In my book, the aforementioned Olympic effect refers to the brand halo that is cast across those (people and organizations) most closely associated with the Games. Indeed, even conflicts and wars were stopped temporarily to honor the Olympics. While that no longer happens, the imagery and related associations remain powerful attractants to athletes, fans, and companies everywhere. The age of globalization means the Olympic ideal of nations around the world coming together to share a common love of sport for 17 days has taken on added meaning.
I support the ambition of each city bidding. As a US citizen, I would love to see the 2016 Games awarded to Chicago as I believe the setting would be sensational and the Games would be exceptionally well-organized. President Obama's just-announced intention to fly to Copenhagen in support of Chicago's bid gives the US a significant boost. Madrid and Tokyo are both spectacular cities, but are less likely to win because of recent Games in their respective regions (I am being a bit loose about the term 'region'). Rio de Janeiro, however, is the most intriguing bidding city and may well come out on top. Their location is magnificent, the culture is exciting, and the location fits in well with the IOC's desire to strengthen diversity in host city selection. Rio has hosted, or will host, major international sports events, including the Pan American Games and the World Cup. Two variables may undermine their bid: security, and overpromising/underdelivering. Reports suggest that there is concern that Rio may not be able to provide the sophisticated and deep security needed to protect athletes, coaches, fans, and tourists overall. Whether or not this concern is valid, Rio must convincingly convey their security plans. Another concern is overpromising and underdelivering. Brazil is known as a vibrant, energetic culture. The question will be whether that enthusiasm is translated into unrealistic plans. On the positive side, a Rio win would be huge for the international Olympic Movement--much more so than a win by the other three cities, partly because it will be the first Olympics in South America.
Whoever wins, the ultimate beneficiaries will be the world community. As glib as that may sound, there is no event in the world that rivals the Olympics for bringing out the collective goodwill of nations.
