Olympics Evolve: Infrastructure Reuse, Spectacle, and Geopolitics Reshape Games

The Olympics are evolving, and the real winners are those who embrace the long game. This conversation with Donnovan Bennett and Richard Deitsch reveals how the modern Olympics are shedding old skins, prioritizing sustainability and global appeal over rigid tradition. The hidden consequence? A shift in power dynamics and a new definition of "success" that rewards foresight and adaptability. Anyone involved in media, sports management, or event planning needs to understand these shifts to anticipate future trends and position themselves for enduring advantage. Ignoring this evolution means being left behind as the Games themselves adapt to a changing world.

The Unseen Infrastructure: Why Refurbishment Beats Reinvention

The Milan-Cortina Olympics signal a significant pivot in how major sporting events are conceived and executed. Gone is the assumption that each Games necessitates a massive, bespoke construction project. Instead, the model is shifting towards leveraging existing infrastructure, a move that carries profound implications for sustainability and financial viability. Donnovan Bennett highlights this evolution, noting that "90% of the venues used were previously used in some sort of competition." This isn't just about cost-saving; it’s a systemic response to the growing unsustainability of building Olympic villages and stadiums that often become white elephants.

The immediate benefit is obvious: reduced environmental impact and lower upfront costs. But the deeper consequence, the one that truly creates a competitive advantage for host cities and the International Olympic Committee (IOC), is the establishment of a repeatable, less disruptive model. This allows for a more consistent delivery of the "TV show" that the Olympics have become, without the constant specter of massive, legacy-burdening construction. The risk, however, lies in the potential for a reduction in the number of viable host cities. As Bennett speculates, "I think the number of sites for both the Summer and Winter Games are just going to continue to reduce and reduce and reduce." This consolidation, driven by the practicalities of infrastructure reuse, will likely lead to a rotation of familiar locations, a stark contrast to the global bidding wars of the past.

"The legacy will be you using past facilities and refurbishing them or reimagining them in a new way. And I think Italy, both, I mean, three real venues, did that real smartly, where 90% of the venues used were previously used in some sort of competition."

-- Donnovan Bennett

This strategic reuse of infrastructure, while seemingly pragmatic, could inadvertently centralize the Games, concentrating them in regions with established sporting facilities. The implication for future bids is clear: cities that have already invested in and maintained world-class venues will have a significant, almost insurmountable, advantage.

Embracing the Spectacle: From Opera to Techno Rave

The Olympics are shedding their austere, "hoity-toity" image, a transformation that is not merely cosmetic but fundamental to their continued relevance. Richard Deitsch observes that the Games have "embraced the fact that like, no, we're not, this is best on best competition and it is big business." This embrace of commercial realities and broader cultural appeal is a calculated strategy to engage a wider, more diverse audience. The inclusion of artists like Snoop Dogg and Major Lazer, alongside partnerships with streaming giants like Netflix, signals a deliberate effort to blend traditional sporting spectacle with contemporary entertainment.

The downstream effect of this shift is a more dynamic, globally resonant product. By allowing content creators and broadcasters greater access, the IOC is fostering a richer narrative tapestry around the athletes and the Games themselves. This creates a positive feedback loop: more compelling storytelling leads to greater viewership, which in turn attracts more commercial partners and allows for further investment in the "show."

However, this evolution is not without its complexities, particularly for national broadcasters. Deitsch raises a crucial point about the potential loss of localized content when global streamers take over: "The problem if with a Netflix, if they came in to do the Olympics in Canada, is you would never have the same kind of Canadian-oriented Olympics that you have now with the CBC. They would globalize it and it would not be nearly as good." This highlights a critical tension: the desire for global reach versus the value of national identity. For broadcasters like CBC, the immediate challenge is to demonstrate their unique value proposition--the "Canadianization" of the Games--in an increasingly globalized media landscape. The long-term payoff for embracing this hybrid model, however, is a more robust and engaging Olympic product that can withstand the pressures of changing media consumption habits.

"I think you can balance the, we're going to have an ode to Italian opera off the top and then we're going to have a techno club rave at the bottom. So I think they are much more relevant at the times."

-- Donnovan Bennett

The lesson here is that relevance in the modern media environment requires adaptability. Those who cling to outdated models of presentation risk becoming obsolete, while those who can successfully integrate diverse forms of content and storytelling will capture larger audiences and build more resilient businesses.

The Shifting Sands of Geopolitics and the Olympic Stage

The upcoming Los Angeles 2028 Olympics present a fascinating case study in how geopolitical realities are reshaping the Olympic landscape. While the inherent appeal of Los Angeles as a host city and the lucrative partnership with NBC guarantee a strong domestic viewership, the global perception of the United States introduces a layer of complexity unseen in previous Games. Deitsch notes that "the perception of America has changed massively like in the last couple of years," and this shift is not lost on international observers.

The immediate consequence is a potential for increased political tension and demonstrations surrounding the Games, as evidenced by the booing of J.D. Vance at the Milan-Cortina opening ceremonies. This is not merely a fleeting protest; it signals a broader global sentiment that could impact athlete participation, spectator travel, and the overall narrative of the Games. The World Cup this summer is posited as a "relative dry run" for LA 2028, offering insights into "people's willingness and then ability to travel and move freely."

The long-term implication of this geopolitical entanglement is that the Olympics may become as much a news story as a sports story. This presents a significant challenge for broadcasters like NBC, who, as Deitsch points out, "don't want a news story." The ability to navigate these sensitive political currents while maintaining the celebratory spirit of the Games will be paramount. For those involved in media planning and event security, this requires a proactive approach to understanding and mitigating geopolitical risks. The advantage will lie with those who can anticipate these challenges and build contingency plans, ensuring the Games can proceed smoothly amidst a complex global backdrop.

"The reality is, and I know most of the people listen to this podcast are obviously Americans, but you know, Donovan and I are both based in Canada and I can tell you the perception of America has changed massively like in the last couple of years. It just has."

-- Richard Deitsch

The lesson for organizers and media partners is that the "business as usual" approach is no longer sufficient. Understanding and adapting to shifting global perceptions, and proactively addressing potential political disruptions, will be key to ensuring the success and enduring appeal of future Olympic Games.

The Rise of the US Hockey Program: A Long-Term Investment Pays Off

The recent Olympic gold medal victory for the U.S. men's hockey team is more than just a single tournament win; it's the culmination of decades of strategic development and investment in the sport. Donnovan Bennett argues that this is not an outlier but rather the result of a deliberate, sustained effort: "This has been coming. I mean, if you're going to grow the game in the United States and more people are going to continue to play, they're going to get better. And USA development in hockey has been outstanding." This victory serves as a powerful testament to the dividends of long-term vision and consistent execution in sports development.

The immediate impact is undeniable: a significant boost in national pride and a heightened profile for the sport within the U.S. For the NHL, a U.S. victory is "perfect for him [Gary Bettman]," as it fuels interest and potential growth in a crucial market. However, the true competitive advantage lies in the underlying development pipeline. Bennett points out that "the core of that team all grew up together being developed in USA Hockey." This signals a systemic shift, where a coordinated approach to talent identification, coaching, and player development has created a robust system capable of consistently producing elite talent.

The contrast with historical dominance is stark. While Canada has long been the benchmark, Bennett notes that "Canadians should actually be quite proud. It took this long." This suggests that the U.S. has systematically closed the gap, not through a single stroke of luck, but through sustained effort. The implication for other sports and national programs is clear: genuine, lasting success is built on patient investment in development, rather than solely relying on the emergence of individual stars.

"When the United States decides they take a sport serious, they're very good at it. They have the resources and mass of people to get it done."

-- Donnovan Bennett

The "delayed payoff" is evident here. The seeds of this victory were sown years ago through dedicated funding and strategic planning. This provides a blueprint for other nations and sports organizations: commit to a long-term vision, invest consistently in development infrastructure, and the results, though they may take time, will be substantial and enduring. It's a powerful demonstration of how patience and strategic foresight can create a sustainable competitive advantage.

• Embrace Infrastructure Reuse: Prioritize and invest in refurbishing existing venues for future events. This reduces costs, environmental impact, and streamlines the hosting process, creating a more sustainable and repeatable model.
• Diversify Content Strategy: For national broadcasters, develop a clear strategy to highlight unique national narratives and athletes, differentiating from globalized content offered by streamers. This requires understanding and leveraging local cultural relevance.
• Anticipate Geopolitical Shifts: Proactively assess and plan for the impact of global political tensions on international events. This includes developing contingency plans for potential disruptions and ensuring diverse representation and messaging.
• Invest in Long-Term Athlete Development: Commit to sustained funding and strategic planning for grassroots sports programs. Building a strong development pipeline, as demonstrated by the U.S. hockey team, yields consistent, high-level results over time.
• Foster Cross-Sector Partnerships: Explore collaborations with entertainment companies and influencers to broaden appeal and create richer storytelling around sporting events. This requires a willingness to share access and adapt traditional media models.
• Understand the "Delayed Payoff": Recognize that significant competitive advantages are often built through patient, consistent investment in infrastructure, talent development, or strategic positioning, rather than seeking immediate, short-term gains.
• Adapt to Evolving Spectator Expectations: Integrate contemporary entertainment elements into traditional sporting events to maintain relevance and attract diverse audiences. This means being open to new artistic expressions and cultural touchpoints.