IN THE wake of the recent revelations about Olympic corruption, there's been no shortage of proposals to clean up the international Games. The International Olympic Committee (IOC), trying to stay one step ahead of the lynch mob, has offered to change its process for choosing host cities -- entrusting the job to a 15-member committee instead of the membership at large -- so that cities will no longer feel the need to spend millions of dollars wooing the more than 100 IOC members for their votes.
Some outside the IOC, perhaps worrying that it will still be expensive to win the votes of the 15-member committee, have suggested holding the Olympics in a permanent location, like Switzerland, thus scrapping the selection process. And really radical types have called for taking the Games away from the IOC altogether and turning them over to a more responsible and accountable international body.
But none of these reforms gets at the real problem with today's Olympics. The scandal involving Salt Lake City's bid to host the 2002 Winter Games -- and the similar scandals being uncovered by the day in other cities -- are hardly surprising when you consider how much money is now wrapped up in the Olympics.
The IOC estimates that each set of Summer and Winter Games is worth $10 billion. Once a money-losing enterprise that stood for the ideal of human excellence, today's Olympics are a moneymaking opportunity that stands for human greed. Indeed, the Games are already so far gone that there's really only one sure fire way to fix them: abolish them.
The decline of the Olympics traces back to two key decisions the IOC made in the early '80s. The first decision came in a 1981 meeting in Baden-Baden, Germany, when the IOC, under the leadership of its new president, Juan Antonio Samaranch, granted the individual international sports federations the right to determine which athletes were eligible for the Olympics. Whereas the IOC had once restricted participation in the games to amateurs, the individual sports federations had different ideas.
And, as the individual federations began to allow professional athletes to compete in their respective Olympic events, the Games' tenor changed dramatically -- both in and out of competition.
Away from the playing fields, almost all of the Olympic athletes had once shared the bonding experience of living together in the Olympic Village. But, with the introduction of professionals, the Olympic Villages emptied out somewhat, with the professionals, who could afford better accommodations, staying in luxury hotels.
To struggle well
Moreover, the professional athletes brought their professional attitudes to the competition itself. The French aristocrat Baron Pierre de Coubertin, who revived the games in 1896, once declared, "The important thing at the Olympic Games is not to win but to take part; for the essential thing in life is not to conquer but to struggle well." But "struggling well" doesn't bring in endorsement dollars, and it wasn't long before winning began to take on added importance.
That importance, not surprisingly, has led to an increase in the use of performance-enhancing drugs. That sort of cheating was once confined to the athletes who performed at the behest of Eastern bloc regimes bent on victory over their Western rivals. Today doping knows no ideological or geographical boundaries. Indeed, some experts estimate that more than 30 percent of Olympic athletes use performance-enhancing drugs.
The second critical decision came in 1983, when Mr. Samaranch and the IOC made a move that turned the Olympics into a moneymaking machine. With the creation of its New Sources of Finance Commission, the IOC looked to capitalize on what its marketing expert dubbed "the most valuable unexploited symbol in the world" -- the Olympic rings.
Before Mr. Samaranch, the IOC had a Commission for the Protection of the Olympic Emblems that was charged with preventing corporations from misusing the rings in advertisements. But the New Sources of Finance Commission performed the opposite service, signing up corporate sponsors left and right.
For the 1988 Olympics, nine multinational companies forked over $100 million to the IOC for worldwide marketing rights to the Olympics. The 1996 Summer Games in Atlanta received $400 million for those rights. And that's on top of the television rights: NBC paid $3.5 billion to broadcast the five Olympic Games between 2000 and 2008. Indeed, in just 15 years, Mr. Samaranch increased the IOC's assets from $241,000 to more than $100 million.
This would be absolutely fine, if it weren't for the fact that all of this money is being made off of the Olympics' reputation for being a benevolent force of good in the world. The Olympics, you see, have become a total sham. They are a sporting spectacle masquerading as a social movement.