Is the IOC's desire to grow the Olympic
brand more important than humanity's goal of reducing greenhouse emissions?
While the world seeks to reduce CO2 emissions to protect future generations,
the IOC is rushing to launch a second set of summer and winter Olympic Games for 14-18 year olds.
In February 2008, the IOC named
Singapore as host for the inaugrual 2010 Summer Youth Olympic Games.
In December 2008, the IOC is scheduled
to announce host city for the 2012 Winter Youth Olympic Games. The cities applying are in the European countries
of Finland and Austria.
Then comes Youth Olympic Games 2014 summer, 2016 winter, 2018 summer, 2020 winter ...
In a BBC news report, IOC President Dr.
Jacques Rogge said the purpose of the youth games would be to inspire children around the world to participate more
in sport, with comment that "Today we observe a widespread decline a physical activity and an increase in obesity."
But is helping to fight youth obesity the motivation behind the Youth Olympic Games, or are TV ratings and
advertising revenue the primary motivation behind the Youth Olympic Games? US TV ratings confirm a decline
in the valuable advertising youth target market for the Olympics. In remedy, in July 2007, the International
Olympic Committee voted to create the Youth Olympic Games. NBC's multi-billion dollar exclusive
US Olympic broadcast contract ends in 2012. Conveniently, the IOC pushes to launch the 1st Youth Olympic
Games in 2010.
At what point will the IOC lauch a major US Youth Olympic Games announcement?
Will it be February 2008 so young kids across the US can get inspired to think that they too have chance to be
that young athlete competing in the 2010 Youth Olympic Games? Or, will it be July 2010 so TV viewers can plan to watch the
Youth Olympic Games 1 month later on NBC while sitting on a couch with their kids? Timing of the US announcement will
tell us if the primary purpose behind the rushed creation of this global mega event is to grow advertising revenue
as opposed to reduce youth obesity.
