The Olympics effect: China's new winter sports boom

Key Concepts

• Sports Diplomacy: The use of sports to foster international relations and understanding.
• Olympic Legacy: The long-term benefits and impacts, both tangible and intangible, that hosting the Olympic Games leaves on a city or country.
• Sustainability in Olympics: The International Olympic Committee's (IOC) focus on environmentally, socially, and economically responsible practices in event planning and venue development.
• Winter Sports Industry Growth: The global expansion of participation, manufacturing, and tourism related to winter sports.
• Content Distribution: The evolving methods and platforms for broadcasting and sharing Olympic media.
• Geopolitics in Sports: The influence of political relations and conflicts on international sporting events.
• Venue Reuse: The practice of repurposing Olympic facilities for ongoing community or commercial use after the Games.
• Athlete Experience: The overall environment and opportunities provided to athletes during the Olympic Games.

The Evolving Landscape of Winter Olympics and Sports Diplomacy

The Winter Olympics serve as a crucial platform for sports diplomacy, uniting athletes and officials from diverse nations in peaceful competition. Dr. Lisa Delpi Nati, an Olympic scholar and Director of the Sports Management program at George Washington University, notes that China's increasing prominence in winter sports has broadened this dialogue from athlete development to global event planning. Having worked on every Olympic Games since the "Sarah Yeeo Winter Games" (likely Calgary 1988), Dr. Delpi Nati provides a decades-long perspective on the changes.

Sustainability and Logistical Challenges for Future Games

A significant shift in the Olympic landscape is the IOC's strong emphasis on sustainability. The upcoming Milan Cortina Games exemplify this, being spread across six different locations. While aiming for sustainability, this presents logistical challenges for spectators and athletes. Dr. Delpi Nati expresses concern that athletes might not experience the "full Olympic experience" due to the dispersed nature of the villages, particularly for those not centrally located between Cortina and Milan. Despite this, efforts are being made to ensure a great experience with amazing venues.

The Dramatic Growth of Winter Sports, Led by China

The business of winter sports has transformed dramatically. There's been a substantial increase in ski resorts, manufacturers, and public interest in skiing and snowboarding globally, with China at the forefront of this expansion.

China's Staggering Winter Sports Growth:

• Infrastructure: China boasts 700 ski resorts.
• Participation: China has more skiers (13.5 million) than the United States (11.8 million).
• Frequency: While Americans ski 5-6 times annually, Chinese skiers average 2 times.
• Olympic Hosting: China made history as the first country to host both the Summer (Beijing 2008) and Winter (Beijing 2022) Olympic Games.
• Mass Engagement: The Beijing 2022 Winter Olympics successfully introduced winter sports to hundreds of millions of people, even in regions with limited natural snowfall.

China's Enduring Olympic Legacy and Long-Term Strategy

Dr. Delpi Nati is particularly impressed by China's Olympic legacy, specifically how the nation "motivated and inspired the Chinese population to get out and experience winter sports." This wasn't limited to ski slopes but extended to numerous ice rinks built across the country. Unlike the typical post-Olympic drop-off in participation seen in other countries, China has sustained and increased engagement. This success is attributed to the Chinese government's "concerted effort" and a long-term campaign, coupled with significant investment in the ski industry by both local and international manufacturers. Following Beijing 2022, China reported over 300 million people participating in winter sports, significantly boosting domestic demand and related industries.

International Market Opportunities and Collaboration

China's burgeoning winter sports market presents immense opportunities for international businesses and tourism. Brands like Salomon (official manufacturer for Milan volunteers) and resorts in Aspen, Switzerland, and Italy are actively targeting Chinese skiers, recognizing China as a "whole new market." This extends beyond direct participation to the vast market for accessories (goggles, skis, boots, clothing) and the operational needs of 700 ski resorts (snow plows, snow makers, lifts).

Evolution of Olympic Content Distribution

The way Olympic content is consumed has drastically changed. The traditional model of a single network (e.g., "Sievo") has given way to multi-platform distribution, with broadcasters like NBC offering coverage across CNBC, social media, and Peacock. A notable trend is how young people engage with broadcasts: they "snap" moments of amazing athletes or interesting stories, making them go viral. This shift has led to increased engagement on the social media platforms of the IOC and broadcasters.

China's Growing Influence and Future in Winter Sports

Since the 2022 Games, China has hosted multiple World Cups in disciplines like freestyle skiing, halfpipe, and big air, leveraging its state-of-the-art venues and relationships built during the Olympics. Dr. Delpi Nati anticipates China's influence in winter sports will continue to grow, driven by its large population, increasing wealth, and significant opportunities for product sales and tourism.

The Beijing 2022 Pandemic Experience

Dr. Delpi Nati recounts her experience at the Beijing 2022 Games, where she worked for the IOC, guiding future host organizing committees behind the scenes. Despite the absence of large crowds due to the pandemic, she describes the games as "excellent" with great competition and venues. She calls the experience "surrealistic" and "like a dream," acknowledging its unique nature. Despite attending 23 Olympic Games (winter and summer), she maintains her excitement, noting that "every time is different" and offers the "excitement of the unknown."

Logistics and Student Engagement in Milan Cortina

For the Milan Cortina Games, Dr. Delpi Nati is taking 28 students who will volunteer for the organizing committee. This involves a year-long preparation process, including securing housing, interviews, and training. Her students will be spread across various venues, contributing to the games. She will be positioned at the ice hockey venue and plans to attend the opening ceremony and figure skating.

Geopolitics and the Olympic Ideal

Geopolitical tensions are an ever-present backdrop to the Olympics. For Milan Cortina, Russian and Belarusian teams will not participate, though some neutral athletes may compete. Dr. Delpi Nati observes that while media often focuses on these discussions leading up to the games, the emphasis typically shifts to the competition once the event begins. She expresses hope that the games can foster "peace and some unification," which the world needs. Regarding China, she expects another "breakout athlete" like Eileen Gu to emerge.

Lessons for Students and Challenges in Event Planning

Dr. Delpi Nati aims for her students to grasp the immense scale and complexity of an Olympic event. Key lessons include understanding:

• Logistics: Transportation, media operations, hospitality, sponsor management.
• Field of Play: Technical aspects like officials, broadcasting, lighting, and sound.
• Spectator Experience: Ensuring access to venues and activities outside.
• Multi-site Complexity: The Milan Cortina Games, spread across six locations, present unique challenges, including managing an Olympic village in Milan, a temporary sustainable village in Cortina (using trailers), and existing hotels for other villages, all while catering to diverse nationalities.

She also addresses common challenges in Olympic setup, referencing past issues like unfinished venues in Sochi and Brazil. While Milan's new ice arena faced delays and didn't meet "NHL specs," it will still be a great rink. She commends Milan Cortina's overall preparation and thoughtful approach to sustainability.

Long-Term Planning and Venue Reuse: China as a Model

The IOC now requires future host cities to demonstrate how the games fit into their 25-year long-term plan for the city, moving beyond just the ability to build facilities. China is highlighted as an "excellent job" in reusing facilities. The "Water Cube" (Beijing National Aquatics Center) was transformed into a swim center and conference venue, then reused for the Winter Games. This model of reuse is something "more people should take a queue from China."

While China's spread-out venue philosophy worked well due to an "excellent train system" that could transport people to the mountains within 1.5 hours, Milan Cortina faces greater challenges. Travel between venues could take a minimum of 4.5 hours, potentially up to 8 hours, with the closest freestyle skiing venue being 3.5 hours one-way. This contrasts with the anticipated convenience of Salt Lake City 2034, where mountains are only 45 minutes away.

Conclusion

The interview with Dr. Lisa Delpi Nati offers a comprehensive look at the Winter Olympics as a dynamic platform for sports diplomacy, economic growth, and cultural exchange. It underscores the IOC's commitment to sustainability and the complex logistical demands of hosting such a global event. China's remarkable success in expanding winter sports participation and its innovative approach to Olympic legacy and venue reuse serve as a significant case study and a model for future host cities. Despite geopolitical tensions and logistical hurdles, the enduring spirit of competition and the pursuit of "peace and unification" remain central to the Olympic ideal.