The Sydney Olympics: Re-Assessing the Costs

The Sydney Olympics: Re-assessing the Costs

Introduction Contents Amid the pomp and circumstance of the opening ceremonies of the Sydney Olympics, television viewers also saw hand-held signs that said "Let's Party!" And Introduction that is exactly what happened. Australians, who are noted for their exuberance and

flare, pulled out all stops to entertain the world for three weeks as they hosted the Ideals or Medals? 2000 Olympics. Ultimately they had plenty of reasons to celebrate, as Australian athletes, cheered on by their compatriots, won 56 medals. Everywhere in Sydney crowds enthusiastically chanted "Aussie, Aussie, Aussie, Oi, Oi, Oi!" And many The Post-Olympic Accounting non-Australians around the world cheered right along with them, revelling in the exploits of the world's top athletes. Television ratings revealed that Canadians avidly followed the Games despite the 12- to 15-hour time difference. However, Sic Transit Gloria many Canadians who tuned in experienced disappointment; Canadian athletes Olympiorum? won only 14 medals, compared with the 22 won in Atlanta in 1996. Performances

in sports that Canadian audiences took for granted did not live up to expectations. A Systemic Problem? If not for the appearance of new sports like triathlon or synchronized diving, the results would have even been poorer. The poor showing dismayed many Canadians despite the fact that many of our athletes have suggested that signs of Great Moments in Sydney diminishing success have been there for years. Several prominent Canadian competitors, including kayaker Caroline Brunet and track stars Glenroy Gilbert and An Ongoing Issue Donovan Bailey, say that the complaints and input of athletes have long been

ignored by sports program administrators and government departments Athletes in Denial? responsible for developing sport in Canada. But organizational and infrastructure difficulties only explain part of the problem. Under-funding of amateur sport in Canada is the most common complaint. In comparison, Australia, with a population Mass Marketing and the two-thirds that of Canada, has budgeted nearly five times as much money for Olympics athletics. The results appear to be conclusive: spending money enhances a nation's success in international competition. Canadians have now begun the Discussion, Research and introspective process of deciding what priorities we should place on sports in our Essay Questions society. Spurring on this re-assessment is Toronto's bid for the 2008 Olympic Games, a risky commitment because, for economic, political, and national unity

reasons, the host nation of the Olympics wants and needs to appear nothing less than brilliant during its great moment on the international stage. And once again, NiR Home the Olympics were fraught with controversy and scandal; at least 35 international athletes, including Eric Lamaze, a brilliant Canadian equestrian, were caught with E-Mail illegal or performance-enhancing drugs in their bodies. Sydney was supposed to be the cleanest Olympics yet; expanded and more comprehensive testing was announced long in advance. The results of the Sydney Olympics have forced the CBC Learning Home Canadian government, our athletic federations, and the Canadian public in general to re-assess our international sporting priorities, goals, and aspirations. For

Canadians, the Sydney Olympics have forced us to consider the price we are willing to pay for Olympic prestige and glory and the importance of amateur sport in our society.

Comprehensive News in Review Study Modules

Using both the print and non-print material from various issues of News in Review, teachers and students can create comprehensive, thematic modules that are excellent for research purposes, independent assignments, and small group study. We recommend the stories indicated below for the universal issues they represent and for the archival and historic material they contain.

"The Victoria Games: The Commonwealth Connection," October 1994 "The Olympics: Games People Play," September 1996 "Special Olympics: Taking Part," April 1997 "The Winter Olympics: Canada Does Well," March 1998 "Olympic Corruption: Cleaning Up the IOC," April 1999

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The Sydney Olympics: Re-assessing the Costs

Ideals or Medals? Contents The modern Olympics are a blend of ancient traditions and ideals and contemporary social realities. The ancient Greek Olympics were a religious festival Introduction in which athletic competition honoured the gods. Held at Olympia, the Games took

place every four years, and during the competition, a truce in any existing conflicts Ideals or Medals? was observed. Athletes from all regions of Greece competed, and the winners were as celebrated as are today's sports stars. The Games eventually disappeared by the sixth or seventh century but were revived in 1894, at which time they were The Post-Olympic Accounting conceived as a purely athletic competition. The modern Olympics include many traditional elements, like the Olympic flag, for example, which is plain white with five interconnected rings. It was first flown at the 1920 Games. At least one of the Sic Transit Gloria colours of the rings is found in the flag of every nation. It is presented by the host Olympiorum? city's mayor to the next host city's mayor at the completion of the Games.

Emphasizing this concept of continuity, the Olympic flame, which imitates the A Systemic Problem? sacred flame burned at the altar of Zeus at the ancient Olympics, was reintroduced at the 1924 and 1932 modern Games. On the occasion of the 1936 Berlin Games,

Great Moments in Sydney the flame was lit in Athens and transported to the host city and has since become the focus of the opening ceremony. The athletes also continue to strive for the ancient ideal of "swifter, higher, stronger," although many critics suggest that An Ongoing Issue financial and political motivations play a greater role today. Integrity of sport,

however, is still emphasized. At the opening ceremony, an athlete from the host Athletes in Denial? nation takes the Olympic oath while holding a corner of the Olympic flag, declaring in part to respect and abide by the rules that govern the Olympics "in the true spirit of sportsmanship, for the glory of sport and the honour of our teams." And despite Mass Marketing and the the enormous advertising revenue created by the Olympics, the actual competition Olympics venues are still considered "sacred." Strict rules forbid advertising within the stadia and other venues, images of Olympic events are not allowed to be broadcast with Discussion, Research and any kind of commercial association, and competitions are supposed to remain Essay Questions focused on the "purity" of athletic endeavour.

Viewing Activities 1. During a first viewing of this News in Review report, find at least three examples NiR Home (in pictures or in words) that demonstrate the Olympic ideal as it was demonstrated at the Sydney Games. E-Mail 2. During a second viewing identify at least three moments in which the commercial aspects of these Games were most prevalent.

CBC Learning Home Follow-up Discussion Suggest how Olympic organizers and athletes can achieve an appropriate balance between the ideals of the Games and the commercial opportunities they also represent.

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The Post-Olympic Accounting Contents How should we assess the results of the Sydney Olympics? The most obvious way is to count the medals won by the various countries. By this method, nations like Introduction the U.S. (97 medals), Russia (88), China (59) and Germany (57) are the

powerhouses who are regularly ranked as the "best" nations at the Olympics. In Ideals or Medals? comparison, Canada's 14 medals might appear inconsequential. However, this assumes that all nations have an equal chance at the medals, which is not necessarily the case. A nation like China, for example, with one billion people, The Post-Olympic Accounting would tend to do well given that it has a huge pool of athletes from which to draw. More athletes also means more events entered at the Games and therefore more chances at medals. When China's population is factored in, the number of medals Sic Transit Gloria its athletes won per million citizens was 0.046, ranking it 75th in the world. The Olympiorum? number-one nation by this method of accounting was the Bahamas, which won two

medals for its population of approximately 295 000. This is equivalent to 6.7 A Systemic Problem? medals per million. (The entire list may be viewed at www.medaltally.com). Canada, with a population of approximately 31 million, ranked 18th in the world by a straight count, but only 41st when compared against its population (0.447 medals Great Moments in Sydney per million people). For those critical of Canada's showing, it looks even worse when compared with a nation like Australia, with a population of approximately 19 An Ongoing Issue million. The host country ranked fourth in the straight medal count and in medals

per million. How should a nation's performance at the Olympics be judged? Some Athletes in Denial? observers suggest that the focus on medals by the media and the public, as opposed to athletic excellence per se, can create unrealistic expectations and place unnecessary pressure on athletes. Ron McLean, one of CBC's anchors in Mass Marketing and the Sydney, noted on-air the day after an Australian track star won her gold medal in Olympics the 400 metre race, that even he had adopted this mode of thinking, describing her progress toward the winner's podium as if it were a foregone conclusion. He noted Discussion, Research and that if for any reason she had finished below gold, it would have been viewed as a Essay Questions "disappointment" or even a "failure." However, as many athletes pointed out, simply making the Olympic team is a major accomplishment, which in itself should

be cause for celebration and recognition. One of the suggestions for improvement that emerged from these Games was the promotion of awareness of this NiR Home fundamental perspective. It was suggested, for example, that a nation's success could be measured by the number of top-10 placements rather than simply the top E-Mail three. As well, a more realistic and comprehensive assessment might include the recording of the number of "personal bests" that athletes achieve. Above all, we might just revel in the unexpected accomplishments of athletes like triathlete CBC Learning Home Simon Whitfield or wrestler Daniel Kigali, who won Olympic glory despite their relatively unknown status before the Games. Follow-up Activity In small groups,

devise an alternative list of "criteria for success" that could be used when assessing any nation's Olympic performance. How could the criteria be broadened in order to de-emphasize the mind-set of "gold or nothing"?

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The Sydney Olympics: Re-assessing the Costs

Sic Transit Gloria Olympiorum? Contents Among many Canadians, disillusionment began to appear soon after the Sydney Games began when it became apparent that Canada was not going to win as Introduction many medals as the 22 it had at the 1996 Atlanta Games. Some of the difference

could be attributed to bad luck or adverse conditions. World champion triathlete Ideals or Medals? Carol Montgomery was considered a sure bet for a medal but was taken out by a crash on the bicycle portion of the race. However, it was not long before accusing fingers began to point toward the Canadian government and the Canadian sports The Post-Olympic Accounting federations as the real causes for Canada's "poor" performance in Sydney. Of Canada's 14 medals at the Sydney Olympics, five came from brand new Olympic sports: one in triathlon, one in women's taekwondo, one in synchronized diving, Sic Transit Gloria and two in trampoline. If they are considered separately, Canada captured only Olympiorum? nine medals in sports in which we have participated before. Many athletes and

critics identified government underfunding as the main reason for this considerable A Systemic Problem? drop, pointing to the federal Liberal government, which cut spending during the 1990s in their efforts to balance the budget. At the 1996 Olympics, many athletes had reached their prime before many of the cuts had taken place. At Sydney Great Moments in Sydney however, most had entered their sports after the cuts. During the Sydney Olympics, Prime Minister Jean Chrétien defended Ottawa's sports funding record, An Ongoing Issue stating that the money was adequate. He said: "We have increased by two-thirds

the contribution over the last three years, so we'll evaluate what has been done; Athletes in Denial? but we have re-invested money in the last three years quite substantially." He added that the budget will be re-assesed, suggesting that consecutive budget surpluses might allow the money to flow once again. Even before the Games Mass Marketing and the began, however, in March 2000 the Athletes Assistance Program, which pays Olympics living expenses for ranked (carded) amateurs, was increased by 60 per cent, to roughly $15-million per year. Overall funding for all annual sports programs in Discussion, Research and Canada totals $62-million annually. Responding to the criticisms, Denis Codere, Essay Questions the federal Secretary of State for Amateur Sport, said, "You don't consider the true value of a country by the [number] of medals." This of course is true, but critics

emphasize that comparisons with other nations who have similar or smaller demographics than Canada's and who spent more on sports programs fared better NiR Home in Sydney. In the final analysis, medal standings generally do reflect on a nation's ability to develop internationally superior athletes. The importance of such an E-Mail ability is, of course, another question and one that is open for discussion. Because of the Sydney Games, Canada was compared against the host nation, Australia, which has a population of over 19 million (compared with Canada's 31 million) and CBC Learning Home which spends $280-million on its amateur sports program (as opposed to Canada's $62-million). This translates into more state programs, more major sports training

centres with bigger budgets, more money for coaches, and higher monthly living allowances for carded athletes. Like many other nations, Australia also offers a performance incentive program whereby athletes are rewarded for the medals they capture. For example, Australians receive roughly $12 000 (Canadian) for a gold medal, $6000 for a silver, and $4000 for bronze. Canada does not offer this incentive. Since the Australians captured a total of 58 medals, it is difficult then not to see a link between money spent and medals won. Canadian athletes, however, say that they are not looking for more cash in their pockets; they simply want a level playing field. Carded Canadian athletes had their living allowance boosted in the March budget announcement from $825 to $1100 per month. They are competing internationally against athletes receiving almost twice that amount. In Canada, most training facilities are located in urban centres where the cost of living is high. Many of our athletes say they constantly face money worries or are forced to work part-time while their top opponents internationally focus exclusively on training. The disparities in program spending are even greater. For example, Triathlon Canada received a total of $150 000 in funding. Simon Whitfield was given some money by Sport Canada, but nothing from the federal government. By comparison, Great Britain provided $1.5-million for its team, Australia $1.6-million, and the U.S. $1.7-million. One eight-person rowing crew in Germany receives as much funding as does the entire Canadian rowing program. As well, other nations' coaches receive better compensation than Canada's, which still relies too heavily on voluntary contributions, even at elite levels. Individual effort and determination can carry Canadian athletes just so far; they must also have the equipment, coaches, facilities, and the ability to travel to international-level competitions in order to compete against the best.

General Discussion Former Olympic rower Silken Laumann noted in her Globe and Mail column that funding sports pays dividends away from the field of competition. She wrote: "It is time we stop thinking short-term by looking at medals alone. We should recognize the value of sport to society and make long-term investments to improved physical, mental and social health. The dollars we invest will be saved tenfold by lower health costs and a more motivated generation of young people." How might the funding of sports help society in general, especially since most people will never compete at an elite level? Create a class list of the various social benefits.

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A Systemic Problem? Contents While underfunding was most often the reason given for Canada's poor showing in Sydney, many scathing criticisms of the athletic system itself were heard. Sprinter Introduction Glenroy Gilbert spoke out against Athletics Canada and its leadership, saying

"They've forgotten about the athletes . . . [it's time] to clean house and start anew." Ideals or Medals? Athletics Canada, which governs track and field, ignored petitions during the summer from Gilbert and Donovan Bailey to send two back-up sprinters trained for the relays. When top stars Bruny Surin and Bailey pulled out of the competition The Post-Olympic Accounting with injuries and illness, the team did not have top reserves to fill their spots; Adrian Woodley, a 110-metre hurdler, stepped forward to run the crucial anchor leg of the race. But training and technique for the hurdles and for a straight sprint differ Sic Transit Gloria considerably. While the efforts of Woodley and the rest of the team were credible, Olympiorum? they simply were not capable of defending Canada's 1996 gold-medal

performance. The Sydney team barely qualified for the semifinals and was A Systemic Problem? subsequently eliminated. Gilbert also suggested that the problems with Athletics Canada removed the Canadian team from contention long before Sydney. Athletics Canada president John Thresher refuted the claims but conceded that, Great Moments in Sydney "We need to make changes in the whole Canadian sports system." At the Canadian Olympic trials in August, he predicted that Canada could win six track An Ongoing Issue medals. Canada however was shut out on the track for the first time since 1972.

Aside from a fifth-place finish by 1500 metre runner Kevin Sullivan and a sixth- Athletes in Denial? place discus throw by Jason Tunks, Canadians did not finish in the top 10. Caroline Brunet, Canada's silver medalist in kayaking, was equally critical of Canada's athletic organizations, suggesting that the word system is too flattering. Mass Marketing and the She maintains there is little evidence of planning or co-ordination in her sport and Olympics across the board and that it is a system that encourages mediocrity. Doug Hamilton, coach of Canada's rowing team suggests that the flaws were hidden for Discussion, Research and years, obscured by strong individual efforts from gifted athletes in cycling, rowing, Essay Questions and track. "Money isn't the main limiting factor right now. Management is the limiting factor," he said. Critics also say that, unlike athletes who are held to high

standards, the same accountability does not exist among managers in Sport Canada, Athletics Canada, or the Canadian Olympic Association. COA president NiR Home Bill Warren agrees with Doug Hamilton that creating a system like Australia's, which operates at arm's length from the government and the national committees, E-Mail would improve Canada's results. Denis Coderre, Secretary of State for Amateur Sport, concurs, adding that given the unco-ordinated athlete development system, he will press for changes and will host a federal conference on sport in the spring CBC Learning Home of 2001. The goal will be to produce a more efficient and unified sports system in Canada. Follow-up Discussion Toronto has bid for the 2008 Summer Olympics.

Why might the potential for hosting this world event bring about improvements that might otherwise not occur? Should it require the hosting of Olympic Games to make such changes? Is this consistent with the ideals of sport?

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Great Moments in Sydney Contents Despite the disappointment over Canada's poor showing, there were great winning moments in Sydney that excited Canadians; extraordinary efforts were displayed Introduction by all our athletes, and many achieved significant goals in the face of challenging

circumstances. Canadian athletes set several firsts at these Games. Simon Ideals or Medals? Whitfield captured the imagination of millions of viewers by capturing a gold medal in the triathlon, a sport making its debut at the Olympics. He did so in a dramatic fashion, sprinting into first place in the final 200 metres of the race. Synchronized The Post-Olympic Accounting diving, a competition requiring two divers to simultaneously dive, mirroring each others' moves, was also introduced at these Olympics, and Canadians Carol Montminy and ɭilie Heymans captured the bronze medal. Sébastien Lareau and Sic Transit Gloria Daniel Nestor won the doubles tennis event, the first medal Canada has brought Olympiorum? home in tennis. There were many other memorable moments. For the town of

Walkerton, Ontario, where over 2000 people became ill and seven died after A Systemic Problem? drinking water contaminated with E. coli bacteria in May, the bronze in the rowing eights was a "golden" moment in a very difficult year. One of the rowing team's

Great Moments in Sydney members was Laryssa Biesenthal, a Walkerton resident. Town merchants had helped Biesenthal financially in her quest to make it to Sydney, and the whole town celebrated her achievement. Respecting the ideals of sport, Canadians celebrated An Ongoing Issue in the success or efforts of non-Canadian athletes too. Sterling individual goals,

astounding feats, and personal stories captivated television audiences worldwide, Athletes in Denial? accentuating the universal nature of sport. All eyes were glued on Australian track star Cathy Freeman from the moment she lit the Olympic flame until she won the gold in the 400 metres. The whole world seemed to cheer on the woman who gives Mass Marketing and the Olympics equal billing to her Australian nationality and her Aboriginal heritage. American track star Marion Jones generated a buzz of publicity by announcing early in the Games her "drive for five" gold medals. She ended up with four golds and one Discussion, Research and bronze, and fans were entranced by her noble and audacious quest. American Essay Questions basketball player Vince Carter, who plays for the Toronto Raptors in the NBA, performed as he has never done before. During one game he astounded viewers

by leaping over his seven-foot-tall opponent to put the ball home. Whatever the event or the nationality of the competitors, there were often many compelling NiR Home reasons to watch the Sydney Olympics. Follow-up Discussion 1. What memories of the Sydney Olympics made them especially memorable for you? Canadian and U. E-Mail S. broadcasters are sometimes criticized for "soft" coverage, that is, biographical or human interest stories. Do you agree? 2. There were also examples of athletes CBC Learning Home who were seen as sore losers and even poor winners. The members of the American 4-by-100-metre relay team were castigated for preening and posing following their gold-medal race. The athletes apologized later for their behaviour.

What might the reasons be for such behaviour? Should it be allowed at the Olympic Games?

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An Ongoing Issue Contents Prior to the Sydney Olympics, Australian officials announced that the 2000 Games would be the cleanest ever with respect to performance-enhancing drugs. Introduction Increased testing before and during the Games was supposed to deter athletes

and trainers from resorting to drug-taking. As well, the athletes' oath was actually Ideals or Medals? modified to emphasize the seriousness of and the commitment to drug-free competition. At these Games the athletes pledged: "In the name of all the competitors, I promise that we shall take part in these Olympic Games, respecting The Post-Olympic Accounting and abiding by the rules which govern them, committing ourselves to a sport without doping and without drugs in the true spirit of sportsmanship, for the glory of sport and the honour of our teams." Even so, at least 35 athletes had been Sic Transit Gloria expelled from the Games after testing positive before or during the Games. The Olympiorum? numbers may increase in the coming weeks because some test results were slow

in coming. On top of this, many nations, including Canada, voluntarily withdrew A Systemic Problem? athletes before the Games began when drug use had been detected. China was praised for withdrawing 27 of its athletes who were implicated for drug use. Since only two competitors were expelled from the 1996 Atlanta Games, the evidence Great Moments in Sydney might be interpreted to suggest that drug use is on the rise. However, as the Australian officials intended, the drug testing was more widespread and rigorous An Ongoing Issue than ever before. Why were any athletes taking performance-enhancing drugs if a

crackdown had been announced long in advance? Part of the problem is that the Athletes in Denial? prohibitions against drugs have existed for decades, but have not been effectively enforced. According to John Hoberman, author of Mortal Engines: The Science of Performance and the Dehumanization of Sport, a book on sports and drug use, Mass Marketing and the between 1968 when drug testing began and 1996, only 52 positive tests were Olympics derived from a population of 54 000 Olympic athletes-fewer than one per 1000. The odds were slim that an athlete would be tested, or if tested, caught. As well, Discussion, Research and athletes who have been caught have had their punishments reduced or Essay Questions overturned. Several top-level athletes who fell into this category were allowed to compete in Sydney despite their long-term or lifetime bans. Even the president of

the IOC, Juan Antonio Samaranch, proposed in 1998 that the list of banned substances should be reduced and that as long as the products didn't damage an NiR Home athlete's health they should not be prohibited. Commenting that "doping demands an exact definition," Samaranch said, "Doping [now] is everything that, firstly, is E-Mail harmful to an athlete's health and, secondly, artificially augments his performance. . . . If it's the second case for me that's not doping." Although he was forced to retract his statement, critics say that his words and the IOC's actions CBC Learning Home have sent a message that doping is not a serious issue. Another factor is that since the inception of the modern Olympics, athletes have been subjected to ever-

increasing pressure to exceed previous records and win medals. Olympic teams have resorted to a wide variety of technology and training techniques to achieve these ends. Pharmaceutical and hormone technologies also became part of the means by which increased and enhanced athletic performance became possible. Some observers point to an over-emphasis on winning for reasons not directly related to sport itself, such as national pride and the political implications it can engender. They also note the increased star system and enormous financial benefits that being an Olympic winner can bring to an athlete. As a result, it has been suggested that athletes and trainers are attempting to supply what has been demanded by a new culture of sport internationally.

Re-assessing Principles and Objectives Conduct a round-table discussion on one or both of the following proposals. From your discussion, try to arrive at a consensus on the actions you would recommend to the IOC or the Canadian Olympic Association.

1. When Juan Antonio Samaranch proposed that medically supervised or "safe" use of drugs in sport be liberalized, he was echoing recommendations that others have made. Some sports figures and analysts say that the problem is too widespread and the doping technology and techniques too sophisticated to reliably detect. They propose that it is necessary to accept this fact and at least ensure that athletes do not harm themselves through improper use. Does such reasoning still support the Olympic vision? What are the implications of even a controlled sanctioning of drugs in Olympic competition?

2. As of late October 2000, Canada was still pressing for sanctions against five Italian rowers who had tested positive prior to the Olympics. If their gold medal is stripped, then Canada's rowing team would earn a medal. If medals are removed from athletes in the short-term for using banned substances, should medals be reallocated if it is discovered much later that the winners used drugs or should not have been allowed to compete? For example, secret police files from East Germany revealed rampant officially sanctioned drug use among its athletes as far back as the 1960s. It was also reported during the Sydney Olympics that the U.S. has so far shown reluctance in criticizing or punishing its athletes who have tested positive. There has even been speculation that U.S. officials were complicit in covering up positive drug tests such as C.J. Hunter's or some of its medal winners' from earlier Olympics. Should athletes named as drug users lose their medals?

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Athletes in Denial? Contents At least nine athletes tested positive during the Games. Canadian media focused on three athletes, two of whom ultimately were not allowed to compete. Candian Introduction hammer thrower Robin Lyons tested positive for steroids before the Games and

was prohibited from competing. Attention was also focused on American shot- Ideals or Medals? putter C.J. Hunter, husband of U.S. track superstar, Marion Jones, because she was pursuing her much-touted "drive for five" gold medals. C.J. Hunter won the U. S. Olympic trials in June and competed in Europe during the summer, but withdrew The Post-Olympic Accounting from the team prior to the Games, claiming a knee injury. It was revealed during the Sydney Games that he had tested positive for nandrolone, a steroid, during the Bislett Games in Norway in July 2000. Although he maintained his innocence, the Sic Transit Gloria tests revealed the presence of the substance at levels 1000 times higher than Olympiorum? normal. He claimed that he accidently ingested the drug as part of his iron

supplements. IOC vice-president Richard Pound of Canada wryly commented that A Systemic Problem? with that amount of nandrolone in his system ". . . he'd be pretty rusty." And Canadians faced another drug scandal that received a lot of media coverage when it was revealed that equestrian Eric Lamaze (stadium jumping) had tested positive Great Moments in Sydney for cocaine in August just prior to his planned departure for Sydney. Lamaze also tested positive for cocaine use prior to the 1996 Atlanta Games and was dropped An Ongoing Issue from that team. He received a four-year ban as a result of that incident, but it was

overturned in 1997 by an adjudicator. In what some referred to as legal dexterity, Athletes in Denial? Lamaze and his lawyer Tim Danson had the ban for the August 2000 infraction overturned as well. Lamaze and Danson contended that he had used cocaine during a period of severe depression, which occurred as a result of an August 18th Mass Marketing and the letter banning him for life from equestrian sports for testing positive for a banned Olympics substance called ephedrine, which he had taken unknowingly in a diet supplement. When the manufacturer of the supplement confirmed that their labels did not list Discussion, Research and the recently added ephedrine, Lamaze's ban was reduced to a warning on August Essay Questions 24. A subsequent urine test on August 29, however, revealed the cocaine use. Danson argued that since Lamaze had already been banned from equestrian

competition because of his unwitting use of ephedrine, he therefore was not subject to further testing. He also emphasized that Lamaze's desperate use of NiR Home cocaine occurred during the serious state of depression caused by the faulty ephedrine judgment. While this convinced an arbitrator to lift the lifetime ban, the E-Mail Canadian Olympic Association barred Lamaze from the equestrian team at the Sydney Olympics. Its decision reflects the COA agreement that all Olympians sign, whereby they promise not to use illegal drugs. Despite his ban on participating in CBC Learning Home Sydney, Eric Lamaze is free to take part in other equestrian competitions and to pursue his livelihood as a coach, trainer, and marketer of horses. The Lamaze

controversy re-opened wounds in the Canadian psyche still unhealed from the 1988 Olympics, when, following a positive test for the use of steroids, sprinter Ben Johnson was stripped of his gold medal in the 100-metre race. Athletes continue to be caught with performance-enhancing substances or illegal recreational drugs in their systems. The denial pattern has become routine to the point that cynicism takes over. IOC member Prince Albert of Monaco stated in The Sydney Morning Herald on September 14, "You are so willing to be enthused by these great performances, and I am the first to jump up and applaud, but at the back of your head you think: 'Maybe he has taken something,' so that kind of tarnishes the overall enjoyment."

Fairness and Maintenance of Standards Athletes, like all people, deserve a fair hearing if they have been accused of transgressing rules. In small groups, discuss the following situations and decide if the principles of fairness and Olympic standards were upheld.

1. In the November 2000 issue of Horse Sport, the Canadian magazine dedicated to equestrian sports, Managing Editor Nicole Kitchener wrote an editorial in which she compared the Lamaze scandal to a Jilly Cooper novel. Referring to the conflicted feelings over Eric Lamaze in the closely knit equestrian community (much like that of any sport), Kitchener outlined the ambivalence her fellow equestrians felt. Although some wanted Lamaze banned for life, others questioned the fairness of "[yanking] a man's entire professional life out from underneath him." Others saw him as a bad role model for children, but Kitchener quotes a colleague who said, "If a child takes cocaine just because Eric Lamaze did it, the parents have a much bigger problem on their hands." As for Lamaze's distressed state of mind when he smoked the cigarette containing cocaine, Kitchener points out that many equestrians feel that "everyone faces obstacles and we all have different ways of dealing with them." In your opinion, what are the lessons sports organizations in Canada should learn from the Eric Lamaze situation? Was he dealt with fairly? Were suitable standards maintained?

2. Several athletes who had been sanctioned for drug use still have managed to have their sanctions overturned or reduced and have subsequently competed. One prominent example is Cuban high jumper Javier Sotomayor, who had his four-year suspension for cocaine use cut to one, allowing him to compete in the Games. Critics of such moves state that not only should such compromises be avoided but the penalties should be harsher. Would a zero-tolerance approach to drug use and a strict adherence to the initial sanction eradicate their use by elite athletes? Would this help eliminate the temptation to use them by developing athletes? How flexible should authorities be in these matters?

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Mass Marketing and the Olympics Contents The Olympics represent one of the biggest and most lucrative media events in the world. A principle of current media education is that media "construct realities," Introduction which suggests that the Olympic television "event" is defined by what is broadcast

to the TV audience. It is not possible, for example, for every Olympic sporting Ideals or Medals? event to be televised. Editorial decisions must be made. Broadcasters choose to cover certain events for different reasons. Some may be considered more television-friendly or have a greater national appeal. After reading the information The Post-Olympic Accounting below, discuss as a class to what extent television defines the modern Olympic Games. The modern Olympics are one of the most-watched events in the world. Cities and nations compete vigorously to host the Games and show off their Sic Transit Gloria tourism potential and culture to billions of television viewers, resulting in significant Olympiorum? business opportunities. To that end, the Olympics have increasingly become a

television experience and priority. Television producers and executives must A Systemic Problem? consider how to cover as much as possible but still maintain audience interest and ratings that affect advertising revenues. This means deciding what will be popular

Great Moments in Sydney with audiences and then determining the best approach to delivering that material. Whereas the Australian Broadcasting Corporation as the host broadcaster paid for the principal broadcast rights, CBC and TSN bought the rights for the Canadian An Ongoing Issue market, and NBC purchased the broadcast rights for the U.S. Because the 1996

Atlanta Games were very successful, in terms of television coverage especially, Athletes in Denial? considerable advertising interest in the 2000 Games was created. This time, however, the biggest logistical problem in matching viewer and advertising expectations was the 12- to 15-hour time difference between Sydney and North Mass Marketing and the America; many of the events actually took place while North American viewers Olympics were asleep. CBC chose to provide as much live material as possible. The network's coverage was live from midnight until 8 a.m. The (North American) prime- Discussion, Research and time evening hours featured live transmissions from what would have been Essay Questions morning events in Sydney, with interspersed taped highlights from the previous night's events. TSN supplied mostly full-game coverage of team sporting events.

NBC's coverage was controversial because it ran its coverage as a prime-time evening package of material delayed 24 hours. While channel-hoppers could pick NiR Home up some events they may have missed, many people expressed dismay that they were watching events where the outcome was already known and in some cases E-Mail already broadcast on another network. TV ratings seemed to support the combined CBC-TSN approach. While both networks' ratings were down, CBC's dropped only 10 per cent compared with NBC's drop of 36 per cent. Despite the poor numbers, CBC Learning Home NBC maintains that it will continue its tape-delay approach for the 2004 Athens Games. More important for Canadians is the subtle pressure that may be placed

on the International Olympic Committee to select Toronto for the 2008 Games to provide NBC with a site in a North American time zone.

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The Sydney Olympics: Re-assessing the Costs

Discussion, Research, and Essay Questions Contents 1. In professional sports, coaches of lacklustre teams are replaced, even if sometimes it may not be their fault. The concept of accountability is rigorously Introduction enforced. Why is this not as prevalent for the coaches and managers of Canada's

amateur national teams? Research the structure of Canada's amateur athletic Ideals or Medals? system and write a report on its strengths and weaknesses. How can it be made more accountable for its decisions and actions?

The Post-Olympic 2. Toronto is bidding for the 2008 Summer Olympic Games. Research the criteria Accounting that a city must fulfill in order to be considered. Research as well the progress of

the selection process and which cities are still in the running. The April 1999 News Sic Transit Gloria in Review report "Olympic Corruption: Cleaning Up the IOC" examined the Olympiorum? controversy surrounding earlier selections by the International Olympic Committee. Use this program as part of your research. Write a short report on advantages and

A Systemic Problem? disadvantages of hosting the Olympic Games.

3. While the attention focused on the Olympic Games was intense, there has been Great Moments in Sydney much less fanfare about the Paralympic Games that took place in October, also in

Sydney. Research the Paralympics to find out what kinds of events are held and An Ongoing Issue how Canada performed. Discuss the following statement. "The Paralympic Games should be given as much attention as the 'able-bodied' Olympics." For more information, see "Special Olympics: Taking Part," in the April 1997 issue of News Athletes in Denial? in Review.

Mass Marketing and the 4. Although the modern Olympics were inspired by the ancient Olympic Games, Olympics there are many differences between the two. Research the ancient Games to discover what events were featured, the goals of the Games, and the tangible and

Discussion, Research and intangible rewards for success. Choose one aspect of the ancient Games and Essay Questions contrast it with the contemporary games.

5. Professor John Hoberman, author of Mortal Engines: The Science of Performance and the Dehumanization of Sport, noted that many of the drugs used NiR Home by the athletes that were caught are clumsy and soon to be obsolete. Even EPO, the blood-boosting synthetic hormone, which was effectively tested for the first time at Sydney can already be circumvented by using blood substitute products. On the E-Mail horizon are genetic therapies that will build muscle and promote blood vessel growth. Research and prepare a report on the techniques and technologies that CBC Learning Home athletes and trainers use to enhance performance and cheat the system.

6. At the Sydney Games anti-poverty activists, environmentalists, aboriginal groups

and many others protested some aspect of the Games. (During the closing ceremonies, the band Midnight Oil wore shirts saying "Sorry," offering an apology to Aborigines that was not forthcoming from the Australian government.) Is it possible to separate politics from the Olympics? What political or social statements were part of the Sydney Games?

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