Upravljanje sustavom financiranja olimpijskih igara

Komercijalizacija olimpijskih igara sve je jača. Ekonomska načela racionalnosti dolaze sve više do izražaja. Profesionalizacija sporta, koja se dogodila tijekom 20. stoljeća, imala je dubok utjecaj i na Olimpijske igre. Proces nije završen, ali analiza zadnje trećine prošlog stoljeća je pokazala da se Olimpijske igre organiziraju kao organizacija mega-igara. Poduzetnici su na čelu, profesionalci se nadmeću u povećanju dobiti kod pojedinih prihodnih stavaka i svi oni traže dobit od igara. Olimpijski odbori prema zemljama postaju također profesionalna tijela, koja ili pripremaju potpomažući sportaše za olimpijska natjecanja ili (u slučaju da su preuzeli organizaciju Olimpijskih igara) financiraju kao poslovne organizacije. Vrhunski sport pretvorio se u natjecanje profesionalaca koji, motivirani visokim nagradama, postižu vrhunske rezultate. Nadmetanje tih profesionalaca pruža užitke milijunima gledatelja i na taj se način vrhunski sport pretvara u industriju zabave. Gradovi koji se kandidiraju za organizaciju Olimpijskih igara, ekonomsku prednost imaju veliki gradovi. Veći dio potrebnih objekata oni već imaju, pa su građevinski troškovi izgradnje borilišta osjetno manji. Sve se teškoće organizacije i financiranja potenciraju kod zimskih olimpijskih igara, koje imaju manji broj sportova i sportaša, a samim time imaju manje gledatelja i interesa za oglašavanje velikih korporacija. Najznačajniji pojedinačni prihod Olimpijskih igara je prodaja televizijskih prava. Ti prihodi pokazuju stalni rast zahvaljujući tome što je televizija ušla u sve domove, a građani sve više gledaju sportske događaje putem ekrana. Evidentan je porast prihoda koji se pokazuje na stavkama sponzorstva i oglašavanja, a uočljiva je i tendencija stalnog smanjivanja financiranja Olimpijskih igara iz javnih sredstava. Stoljetna evolucija Olimpijskih igara, začete kao tradicionalne tvrđave amaterizma, u potpuni poduzetnički proizvod i profesionalizam, što uvelike odskače od amaterskog idealizma Pierra de Coubertina i teži nadmetanju profesionalaca isključivo za novčane nagrade i vlastiti ugled, bacajući time negdašnje ideale u neki sasvim drugi plan.Commercialization of the Olympic Games is getting stronger every day. Economic principles of rationality are being increasingly manifested. Professionalization of sport, which occurred during the 20th century, had a profound impact on the Olympic Games, too. The process is not completed, but analysis of the last third of the last century has shown that the Olympic Games have been organized as the organization of Mega games. Entrepreneurs are at the head, the professionals compete in profit increase in individual revenue items, and all of them seek profit from the games. Olympic Committees are also becoming professional bodies towards the countries. These bodies either contribute by preparing athletes for Olympic competitions, or (in case they took over the organization of the Olympic Games) finance as business organizations. Top sport turned into a competition of professionals who, motivated by high rewards, achieve top results. Competition of those professionals gives pleasure to the millions of viewers and that way top sport turns into entertainment industry. Among cities that are candidates for the organization of the Olympic Games, large cities have the economic advantage. They already have most of the necessary facilities so the arena construction costs are significantly smaller. All difficulties of organization and financing are being emphasized in case of the Olympic Winter Games, which have less sports and athletes and therefore have less spectators and less interest in advertising by large corporations. The most significant individual revenue of the Olympic Games derives from the sale of television rights. Those incomes show steady growth due to the fact that television entered all homes, and people increasingly watch sporting events through the screen. The revenue increase in sponsorship and advertising items is evident, and there is a noticeable tendency of permanent reduction of financing the Olympic Games from public funds. Centuries long evolution of the Olympic Games, conceived as a traditional fortress of amateurism, into complete entrepreneurial product and professionalism, which largely stands out from the amateur idealism of Pierre de Coubertin and strives to the competition of professionals only for bonus payment and personal prestige, thereby throws the former ideals in a completely different plan