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date: 19 September 2021

Abstract and Keywords

Through the lens of contemporary globalization, this chapter examines the presidential leadership of Juan Antonio Samaranch and Jacques Rogge. Deane Neubauer’s thoughts on contemporary globalization offer a frame for examining the International Olympic Committee’s (IOC) full embrace of commercial revenue through the sale of television rights and the genesis of the Olympic Program (now Olympic Partners). Samaranch’s vision with respect to revenue generation, necessitated in large measure due to the IOC’s compromised financial circumstances in the late 1970s, transformed the organization. Globalization and its pervasive effects on the world’s economy and industry of sport were central considerations for both Samaranch and Rogge. No longer an institution that avoids commercial links for fear of their influence on the Olympic message, as was the case under the likes of Avery Brundage (1952–1972), the IOC today is staffed by skilled professionals whose focus is nurturing the Olympic brand and courting corporate executives.

Keywords: International Olympic Committee, Juan Antonio Samaranch, Jacques Rogge, contemporary globalization, commercial revenue, television rights, corporate sponsorship, leadership

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