In December 1998 the sporting world was shocked by allegations of widespread corruption within the IOC. It was charged that IOC members had accepted bribes—in the form of cash, gifts, entertainment, business favors, travel expenses, medical expenses, and even college tuition for members’ children—from members of the committee that had successfully advanced the bid of Salt Lake City, Utah, as the site for the 2002 Winter Games. Accusations of impropriety were also alleged in the conduct of several previous bid committees. The IOC responded by expelling six committee members; several others resigned. In December 1999 an IOC commission announced a 50-point reform package covering the selection and conduct of the IOC members, the bid process, the transparency of financial dealings, the size and conduct of the Games, and drug regulation. The reform package also contained a number of provisions regulating the site-selection process and clarifying the obligations of the IOC, the bid cities, and the national Olympic committees. An independent IOC Ethics Commission also was established.

Political pressures

Because the Olympics take place on an international stage, it is not surprising that they have been plagued by the nationalism, manipulation, and propaganda associated with world politics. Attempts to politicize the Olympics were evident as early as the first modern Games at Athens in 1896, when the British compelled an Australian athlete to declare himself British. Other prominent examples of the politicization of the Games include the Nazi propaganda that pervaded the Berlin Games of 1936; the Soviet-Hungarian friction at the 1956 Games in Melbourne, Australia, which followed shortly after the U.S.S.R. had brutally suppressed a revolution in Hungary that year; the forbidden, unofficial, but prominent contests for “points” (medals counts) between the United States and the Soviet Union during the height of the Cold War; the controversy between China and Taiwan leading up to the 1976 Montreal Games; the manifold disputes resulting from South Africa’s apartheid policy from 1968 to 1988; the U.S.-led boycott of the 1980 Moscow Games (in protest of the Soviet invasion of Afghanistan in 1979), followed by the retaliatory boycott of the 1984 Los Angeles Games by the Soviet bloc; and, worst of all, the murder of Israeli athletes by terrorists at the 1972 Games in Munich, West Germany.

Even national politics has affected the Games, most notably in 1968 in Mexico City, where, shortly before the Games opened, Mexican troops fired upon Mexican students (killing hundreds) who were protesting government expenditures on the Olympics while the country had pressing social problems. Political tension within the United States also boiled to the top at Mexico City when African American athletes either boycotted the Games or staged demonstrations to protest continuing racism at home.

In the latter half of the 20th century, the IOC sought to more actively promote peace through sports. The IOC and relevant Olympic organizing committees worked with political leaders to allow the participation of former Yugoslav republics at the 1992 Games in Barcelona, Spain, as well as the participation of East Timorese and Palestinian athletes at the 2000 Games in Sydney, Australia. In 2000 the IOC revived and modernized the ancient Olympic truce, making it the focal point of its peace initiatives. (See Sidebar: The Olympic Truce.)

Commercialization

Commercialism has never been wholly absent from the Games, but two large industries have eclipsed all others—namely, television and makers of sports apparel, especially shoes. The IOC, organizing committees of the Olympic Games (OCOGs), and to some degree the international sport federations depend heavily on television revenues, and many of the best athletes depend on money from apparel endorsements. Vigorous bidding for the television rights began in earnest before the Rome Games in 1960; what have been called the “sneaker wars” started an Olympiad later in Tokyo.

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The Los Angeles Games of 1984, however, ushered in a new Olympic era. In view of Montreal’s huge financial losses from the 1976 Olympics, Peter Ueberroth, head of the Los Angeles OCOG, sold exclusive “official sponsor” rights to the highest bidder in a variety of corporate categories. Now almost everything is commercialized with “official” items ranging from credit cards to beer. And while American decathlete Bill Toomey lost his Olympic eligibility in 1964 for endorsing a nutritional supplement, now athletes openly endorse everything from allergy medicines to blue jeans.