The Business of Sport
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Abstract
Stirling Academic rigour, journalistic flair In just a few days, over 200 nations will gather in Rio for the opening ceremony of what is, without doubt, the biggest sporting party in the world. The greatest athletes will be gearing up to demonstrate their abilities and countries will be eager to see if their investment in elite sport over the last four years pays off and produces medals. This is an investment that has escalated significantly over the past decade, despite providing no guarantee of success. Although 205 nations took part in the 2012 London games, only 85 won a medal – and 18 won only one medal. Indeed, 73 nations have never won a medal despite the fact that 63 of these countries have competed in five or more summer games. These nations attend the games because of the principle of " universality " , which is the International Olympic Committee's (IOC) commitment to developing sport globally. Nations are required to attend the games if they wish to be part of the Olympic Movement and receive funds from the IOC. On the face of it, this is an honourable agenda but it is possible to question its appropriateness. The concept of a " level playing field " is intrinsic to the values of the IOC and also underpins current debates about doping and performance enhancement. Yet, for the 65% of nations who won one medal or fewer in London, the playing field will never be level because elite sport is hugely expensive.