How a 'Mediocre Athlete' Became the Head of the U.S. Olympic Committee | At Barron's

Key Concepts

• US Olympic & Paralympic Committee (USOPC) Structure: Integrated organization overseeing both Olympic and Paralympic movements in the US, distinct from hosting committees.
• Funding Model: Entirely privately funded 501c3, operating on a quadrannial cycle with a budget of approximately $1.5 billion over four years. Revenue sources include sponsorships (75%) and philanthropy (25%).
• Government Support: No direct financial support, but collaboration on security and sport diplomacy.
• Athlete Selection: Governed by sport-specific selection criteria, often involving ranking systems or Olympic trials.
• Winter Olympics (Milan-Cortina 2026): Upcoming event, with athlete selection ongoing.
• Paralympic Games: Follows the Olympic Games, with a similar duration.
• Los Angeles 2028 Olympics: Third time LA will host, requiring significant government and logistical support.
• Revenue Streams for LA 2028: Sponsorships, licensing, ticketing, and hospitality.
• New Olympic Sports: Inclusion of cricket, squash, lacrosse, and flag football.
• Russia's Suspension: Due to invasion of Ukraine during Olympic Truce, currently suspended from international sporting events.
• International Olympic Committee (IOC): Governing body, complex and bureaucratic, with a new, younger, and globally sensitive president, Kirsty Coventry.
• Doping: Ongoing challenge, with varying levels of infrastructure and commitment to anti-doping globally.
• Transgender Athletes: Focus on protecting fair competition, with eligibility criteria set by international federations.
• Sport Inclusion/Exclusion: Criteria include popularity, safety, and universality (participation across continents).
• Flag Football: New Olympic sport for LA 2028, with men's and women's competitions.
• CEO's Background: Sarah Hland's career in sport, focusing on business and revenue generation.
• Cauldron Lighting: A significant decision for the LA 2028 Organizing Committee, with many iconic athletes to choose from.

US Olympic & Paralympic Committee Operations and Structure

The US Olympic & Paralympic Committee (USOPC) is responsible for fielding the United States team for global Olympic and Paralympic competitions. This is distinct from hosting the games, a role undertaken by a separate organizing committee, such as the one for Los Angeles in 2028. The USOPC operates as an integrated organization for both the Olympic and Paralympic movements, which are described as two different global ecosystems.

A key distinction of the USOPC compared to many other countries is its funding model. Unlike nations with government sport ministries, the USOPC is an entirely private and privately funded organizing body. It operates as a 501c3 non-profit, meaning all revenue generated is spent, aiming for a break-even financial outcome over its operational cycle.

Budget and Funding

The USOPC operates on a quadrannial cycle, aligning with the four-year gap between Olympic Games. Over this four-year period, the committee anticipates approximately $1.5 billion in revenue. This revenue fluctuates annually, with higher figures in Summer Games years and lower figures, potentially showing losses, in non-game years. The revenue is balanced out over the entire quad cycle.

The funding sources are predominantly commercial:

• 75% of revenue comes from traditional sponsorships, licensing, content, and broadcast rights.
• 25% of revenue is derived from philanthropic contributions.

While the government does not provide direct financial support, it plays a crucial role in security and sport diplomacy, working with entities like the US Department of State to leverage Team USA athletes in international relations.

Team Uniforms and Apparel

The USOPC maintains a visible brand presence, with staff often seen in Olympic-themed attire. While not the official competition uniforms, these outfits reflect pride in Team USA. Ralph Lauren has been the long-standing provider of opening and closing ceremony uniforms for the Olympic team. These uniforms are typically revealed in February, coinciding with their availability for purchase through Ralph Lauren's website and other licensing partners like Nike.

Athlete Selection and Qualification for Upcoming Games

The process of selecting athletes for the Olympic and Paralympic Games is complex and unique to each sport. For the upcoming Winter Olympics in Milan-Cortina (2026), there are nine distinct sport organizations involved. Ski and snowboard is the largest of these.

Each sport organization establishes selection criteria, which outline the pathway for athletes to qualify for the team. This can involve year-long ranking systems or single-event competitions known as Olympic trials.

As of the interview, with approximately 100 days until the Winter Olympics, only a small number of athletes (around a dozen) had definitively secured their spots. The USOPC expects to field about 250 Olympic athletes and 70 Paralympic athletes. The period leading up to the games is described as "crunch time" and "very intense."

The Paralympic Games typically follow the Olympic Games, with a gap of about a week to 10-12 days between them. The Olympic Games are usually a 17-day event, followed by a 10-11 day competition window for the Paralympics. The Winter Olympics are scheduled to begin in early February and conclude around mid-March.

Los Angeles 2028 Olympic Games

Los Angeles is set to host the Summer Olympics for the third time in 2028, joining Paris and London as multi-time hosts. This event necessitates significant government involvement, particularly concerning security and logistics, given the potential presence of up to 150 heads of state. The USOPC has engaged with both the current and previous administrations to secure necessary support from federal, state, and municipal governments. The Trump administration has expressed support for the games, viewing them as an opportunity to showcase the US as a welcoming host country.

The financial success of the 1984 LA Olympics, under Peter Ueberroth, serves as a benchmark. The 2028 games will also be entirely privately funded, with a strong emphasis on commercial revenue. Key revenue streams will include:

• Sponsorship and licensing partners.
• Ticketing and hospitality, with an anticipated sale of around 10 million tickets. Ticket prices will range from accessible points for youth and marginalized populations to potentially the most expensive sporting tickets sold in the US.

The upcoming FIFA World Cup in the US is seen not as competition but as a potentially helpful global event, offering insights into logistics and public response that can inform LA 2028 planning. While the World Cup is a single-sport event with a smaller, more fragmented scale, soccer (football) is also part of the Olympics.

New and Returning Sports for LA 2028

Los Angeles 2028 will feature the addition of several new sports and the return of some popular ones:

• Baseball and Softball: Returning after not being contested in Paris.
• Squash: A new addition.
• Cricket: Making its Olympic debut, a significant global event.
• Lacrosse: A sport with North American origins.
• Flag Football: Supported by the NFL, this will be contested for the first time, with six men's and six women's teams. The global competitiveness of women's flag football teams is noted, suggesting strong competition for Team USA.

Russia's Suspension from International Sport

Russia is currently suspended from international sporting events. This suspension stems from its invasion of Ukraine during the period of the Olympic Truce, a long-standing tradition where nations agree to cease hostilities during the Olympic Games. The International Olympic Committee (IOC) made this decision, and Russia remains suspended as the conflict has not been fully resolved. The expectation is that Russia would be allowed back into competition if and when the conflict is resolved. The IOC, a congress of global representatives, makes these decisions, with American representatives contributing to the vote. There is a general sentiment within the Olympic movement that Russian athletes are being punished for their government's actions, and many athletes desire to compete against the best, including Russians, to validate their wins. However, the understanding is that rule-breaking necessitates consequences.

Relationship with the International Olympic Committee (IOC)

The IOC is described as a fascinating, albeit complex and sometimes bureaucratic, organization. It is comprised of individual representatives from around the world who form its governing congress. Differences in global styles, cultures, and approaches are evident within its dynamic. The leadership of the IOC is crucial, and the recent election of Kirsty Coventry as the first female president is highlighted. Coventry, from Zimbabwe, is noted for her global sensitivity, having studied at Auburn University and being a former Olympic swimmer herself. Her younger age (41) and different background compared to previous, older male presidents are seen as potentially influential factors in the organization's future operations.

Doping in Sports

Doping remains a significant and "constant reality" in sports, even if it affects only a small number of athletes. The disappointment and frustration of athletes who feel they have lost due to an uneven playing field are emphasized. While the United States Anti-Doping Agency (USADA) is considered strong and effective, the infrastructure, resources, and commitment to anti-doping vary significantly across countries. This disparity can lead to American athletes feeling held to a higher standard. The USOPC actively participates in global discussions to improve and sophisticate the international anti-doping structure to ensure fair competition. While the IOC is involved, the World Anti-Doping Agency (WADA) is identified as the primary organization with global purview over the anti-doping ecosystem. Disagreements can arise with WADA's approach.

Transgender Athletes in Sports

The issue of transgender athletes is a significant concern, with fair competition being the paramount priority for Team USA athletes. The eligibility requirements for sports are determined at the individual sport level by their respective global sport federations. A frustration for the USOPC is that many international federations have not established clear policies or have implemented inconsistent ones. The US President's executive order earlier in the year is seen as a catalyst for the movement to develop clearer and more consistent policies. Candidates for the IOC presidency have also prioritized protecting women's sport. The USOPC is monitoring both the global environment and domestic movements to ensure fair opportunities for women to compete. The complexity of the issue is acknowledged, with a lack of broad alignment in the medical and scientific communities. However, the public's understanding of fair play is expected to drive progress.

Criteria for Sport Inclusion and Exclusion in the Olympics

The inclusion or exclusion of sports from the Olympic Games can be influenced by both political and factual considerations. The IOC evaluates the success of sports contested at the games, considering factors such as:

• Popularity: The appeal and viewership of a sport.
• Safety: The inherent risks associated with a sport.
• Universality: The sport's participation across all five Olympic continents.

A sport that is high-risk and not widely popular, or one that is primarily played in only one region (like pickleball, which is noted as being predominantly played in the US), may face scrutiny for inclusion. While soccer (football) is a massive global sport with its own World Cup, its inclusion in the Olympics is justified by the unique multi-sport environment, larger stage, and spotlight that the Olympic Games provide, which differs from individual world championships. American football, in its traditional tackle form, is not currently an Olympic sport, but flag football will debut in LA 2028.

Sarah Hland's Career and Vision

Sarah Hland did not initially aspire to be the CEO of the US Olympic Committee. Her background is in the for-profit professional sports sector, with extensive experience in areas like professional golf, focusing on consulting and revenue generation. She describes her current role as an incredible honor and a unifying force, where valuable life lessons like learning to win and lose, and teamwork, are taught. She views working for the USOPC as an opportunity to contribute to "the one team we can all agree on."

Decision on the LA 2028 Cauldron Lighting

The decision of who will light the cauldron for the LA 2028 Olympics is a significant and enjoyable one, but it will not be made by Sarah Hland. This responsibility lies with the Los Angeles Organizing Committee. The abundance of iconic legacy athletes in American sports provides a rich pool of candidates. The process will likely involve extensive deliberation and a parade of Olympic and Paralympic alumni throughout the torch relay and the final lighting ceremony. Historical examples like Rafer Johnson (1984) and Janet Evans/Muhammad Ali (1996) highlight the memorable nature of this tradition. The goal is to create similar unforgettable memories for future generations.