INTERNATIONAL OLYMPIC ACADEMY 7th JOINT - IOA

done, whereas the field of economics analyses the implications of
what actually happened, the two areas are not applicable to each other
since ethical considerations make the already too complex
considerations of macroeconomics nearly impossible. The time delay,
which means economics comes too late to apply ethical principles and
values, does not mean that the sport market is free to turn a blind eye
to ethics and focus solely on profit; society values the principles of
peace, the common good, consultation, responsibility, and freedom,
therefore sports organizations and managers ought to as well.
To facilitate ethics in sport, the IOC should promote the hiring of
people in sport management who meet the following criteria: 1) love
sport, 2) have knowledge on ethics and values, and 3) possess
extensive business and management skills. Following the example set
by the Belgian Olympic Committee, those currently in the sport
management field that lack any of the above three qualities should be
trained in them in the future. Doing so will ensure that sport managers
consider the ethical implications of their decisions.
2. Sport Media Ethics
Lectures and student presentations on the media’s role in the
modern Olympic Games frequently led to discussions about ethical
concerns. A common theme that emerged from the discussions of
ethics in the media is the violation of the Olympic ideals and loss of
integrity that occur when the IOC and the ISFs change their rules to
increase the marketability of sport. Additionally, the media’s
fascination with the negative aspects of sport, for example, acts of
violence and doping, at the expense of positive stories demonstrating
the humanistic side of sport and the values of Olympism, detracts
from the image of universality and inclusiveness that the Olympic
Movement stands for and the IOC wants to project. The limited
coverage that women’s and disabled sports receive is another ethical
issue that stems from the media. Finally, although television
broadcasting rights provide a great deal of the money needed to
finance the Olympic Games and provide opportunities for athletes to
gain recognition, role model status, and sponsorship deals, changing
the rules and traditions of Olympic sports in order to increase their
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