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Between Profitability and Sustainability: The IOC’s Strategy in the Face of the Financial and Ecological Challenges of the Olympic Games (1996–2021)
[Entre rentabilidad y sostenibilidad: la estrategia del COI ante los retos financieros y ecológicos de los Juegos Olímpicos (1996-2021)]

Author

Listed:
  • Marine Ciganer Albeniz

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

In a context of growing environmental and social pressure, the International Olympic Committee (IOC) faces the challenge of reconciling profitability and sustainability. This study examines how the IOC adapted its discourse and organizational practices between 1996 and 2021 through a lexical analysis of official Olympic Games reports, using the IRaMuTeQ software. The results reveal a partial discursive shift toward sustainability, in which social and environmental dimensions gain prominence without fully displacing financial imperatives. By applying Beaumont's (2024) sustainable business model framework, the study identifies progress in the sustainable value proposition and long-term perspective, while aspects such as inclusive governance and value redistribution remain limited. This work offers key insights for rethinking the governance of sports mega-events through a more sustainable and inclusive approach.

Suggested Citation

  • Marine Ciganer Albeniz, 2025. "Between Profitability and Sustainability: The IOC’s Strategy in the Face of the Financial and Ecological Challenges of the Olympic Games (1996–2021) [Entre rentabilidad y sostenibilidad: la estrategia del COI ante los retos financieros y ecológico," Post-Print hal-05477728, HAL.
    • Handle: RePEc:hal:journl:hal-05477728
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