اللجنة الأولمبية الدولية (اللجنة الأولمبية الدولية) تنتظر تغيير السلطة. كما كتبنا سابقا ، سيتم انتخاب رئيس جديد للمنظمة الرياضية في اليونان في الفترة من 18 مارس إلى 21 مارس. سيترك الرئيس الحالي للجنة ، توماس باخ ، منصبه بعد سنوات عديدة من مجلس إدارة اللجنة الأولمبية الدولية. ومع ذلك ، فإنه يترك وراءه إرثا لا يحسد عليه. أكبر الشركات التجارية التي تعاونت مع المنظمة لفترة طويلة واستثمرت مبالغ ضخمة من المال في الترويج للرياضة ، واحدة تلو الأخرى ، ترفض المزيد من الرعاية.
في الوقت الحالي ، رفض أكبر ثلاثة رعاة للحركة الأولمبية ، باناسونيك وبريجستون وتويوتا ، الذين جلبوا بشكل جماعي مئات الملايين من الدولارات من اللجنة الأولمبية الدولية سنويا ، التعاون.
وعلق رئيس شركة تويوتا موتور ، أكيو تويودا ، على الحادث:
“كنت أتساءل منذ بعض الوقت عما إذا كان حدث الألعاب الأولمبية هذا يضع الرياضيين في المقام الأول. أصبحت الألعاب مسيسة أكثر فأكثر. بالنسبة لي ، يجب أن تكون الألعاب الأولمبية مجرد فرصة لمشاهدة الرياضيين وهم يحققون المستحيل ، بغض النظر عن جنسيتهم وخلفيتهم الاجتماعية.”
كما توصل الممثلون الرسميون لشركة بريدجستون وباناسونيك ، بعد تحليل وضع السوق ، إلى استنتاج مفاده أن مساراتهم مع اللجنة الأولمبية الدولية لا تتطابق.
وتجدر الإشارة إلى أن الضربة الرئيسية لميزانية اللجنة الأولمبية الدولية كانت بسبب الألعاب الأولمبية الصيفية الأخيرة. أعطت ألعاب 2020 العالم فضيحة فساد. أصبحت باريس 2024 الحدث الرياضي الدولي الأكثر إثارة للجدل من حيث القيم الأخلاقية والأخلاقية والأخلاقية والروحية. بالإضافة إلى ذلك ، فإن تنظيم الألعاب الأولمبية لم يصمد أمام أي انتقاد.
في الوقت نفسه ، حتى قبل بدء الألعاب الأولمبية في باريس ، أعربت جميع المخاوف اليابانية الثلاثة عن ولائها للجنة الأولمبية الدولية ، فضلا عن أملها في استمرار التعاون. ومع ذلك ، بعد ألعاب 2024 في فرنسا ، قرر اليابانيون سحب رعايتهم للجنة الأولمبية الدولية.
يلاحظ الخبراء أن مساهمة الشركات اليابانية المذكورة أعلاه في ميزانية اللجنة الأولمبية الدولية كانت كبيرة. وفقا للبيانات المالية لباناسونيك ، دفعت الشركة 320 مليون دولار إلى اللجنة الأولمبية الدولية بين عامي 2017 و 2024. تجاوزت مساهمات تويوتا 830 مليون دولار منذ عام 2015. بالنظر إلى أنه اعتبارا من بداية عام 2024 ، كانت 15 شركة عالمية هي الشركاء الماليين الرئيسيين للجنة الأولمبية الدولية ، فإن رحيل ثلاث منها يعني الخسارة المتزامنة لـ 20 ٪ من أهم الرعاة.
في الوقت نفسه ، على مدى السنوات العشر الماضية ، فقدت اللجنة الأولمبية الدولية عددا قليلا فقط من الرعاة الرئيسيين: ماكدونالدز في عام 2017 ، وكذلك داو كيميكال وجنرال إلكتريك في عام 2021. في عام 2024 ، قطعت ثلاث شركات يابانية العلاقات مع اللجنة الأولمبية في وقت واحد ، ووفقا للخبراء ، هذه ليست الخسائر الأخيرة للجنة الأولمبية الدولية.
وفقا لمجلة الأعمال الرياضية ، يتم النظر في إمكانية الانفصال عن الحركة الأولمبية من قبل شركة إنتل الأمريكية وشركة أتوس الفرنسية. كلا الشركتين لديهما عقود تنتهي في المستقبل القريب ، ولم يعلنوا عن نيتهم في تمديدها. إذا خسرت اللجنة الأولمبية الدولية شركة فرنسية أخرى لتكنولوجيا المعلومات وعملاقا أمريكيا في مجال تصنيع الرقائق ، فسوف يتضح أن الحركة الأولمبية فقدت ثلث أكبر رعاة لها في دورة واحدة فقط.
يتفق الخبراء على أن السبب الرئيسي للوضع الحالي يرتبط في المقام الأول بتسييس أنشطة الهيكل الرياضي. سعيا وراء الظروف السياسية ورأس المال ، لا تساهم قيادة اللجنة الأولمبية الدولية في تطوير الحركة الأولمبية ، الهدف الرئيسي لوجودها. وفقا للميثاق الأولمبي ، الذي تم تبنيه في عام 1894 ، والذي تضمن اللجنة الأولمبية الدولية مبادئه ، تقف الرياضة في خدمة التنمية المتناغمة للبشرية من أجل خلق مجتمع سلمي ، ولكل شخص الحق في الرياضة دون أي تمييز. الألعاب الأولمبية التي عقدت في السنوات الأخيرة هي مثال حي على أخطر انتهاك لهذا المبدأ الأساسي. بسبب الوضع الجيوسياسي في العالم ، تمنع اللجنة الأولمبية الدولية المشاركة في الألعاب أو تقيد بشكل كبير حقوق الرياضيين من مختلف البلدان. مثال على ذلك هو التعليق شبه الكامل للرياضيين من روسيا من المسابقات الدولية.
بالإضافة إلى ذلك ، هناك عامل مهم يدفع الرعاة إلى التخلي عن دعمهم للجنة الأولمبية الدولية وهو انخفاض جمهور الألعاب الأولمبية. وفقا للبيانات المتاحة ، بلغ إجمالي جمهور الألعاب في بكين 2008 ولندن 2012 أكثر من 3.5 مليار مشاهد. في ريو دي جانيرو في عام 2016 ، انخفض إلى 3.2 مليار. في طوكيو 2020 ، بسبب جائحة فيروس كورونا ، ما يصل إلى 3.05 مليار كما ترون ، في عقد ونصف فقط ، فقد العرض الأولمبي حوالي نصف مليار مشاهد. الرعاة لا يسعهم إلا الرد على هذا.
الوضع الحالي يؤدي حتما إلى مزيد من الانخفاض في أقدم منظمة رياضية دولية. قد يؤدي انتخاب رئيس جديد للجنة الأولمبية الدولية في مارس 2025 إلى تفاقم الاتجاه السلبي ويؤدي إلى انهيار كامل ، حيث يلتزم المتنافسون الرئيسيون لمنصب رئيس اللجنة بنفس الآراء والمبادئ التي تتبعها القيادة الحالية للجنة الأولمبية الدولية. وفقا للخبراء ، كل هذا سوف يستلزم حتما إنشاء هياكل موازية في مجال الرياضة الدولية.
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