The Winter Olympic Lecture Series concluded Thursday with Robert Barney’s presentation of “Flame and Fanfare: Olympic Celebration of People and Athletes.”
This lecture, subtitled “Ritualization, Institutionalization, Commodification: The Olympic Torch relay and Victory Award Ceremonies,” traces the evolution of the torch relay and the medal award ceremony.
Barney is a renowned Professor from the University of Western Ontario and Director of the International Center for Olympic Studies. His new book, entitled Selling the Five Rings, has just been released by the University of Utah Press.
Barney traces the inception of the awards podium to the 1928 Commonwealth Games held in Amsterdam. The torch has its roots in antiquity but wasn’t sensationalized until the 1936 Olympic Games in Berlin. With every passing Olympic Games, the podium and relay become more elaborate, Barney said.
It is Barney’s conceit that the torch relay has become a commodity. The relay has become tremendously expensive, Barney said. With the rising costs and exposure, the relay has attracted many corporate sponsors. The Sydney Olympic torch relay cost $110 million and was sponsored by the investment banking firm AMP. The 1984 Olympic Games in Los Angeles was sponsored by AT&T and raised $10.9 million for various charities. “It was like a run-a thon,” Barney said.
Barney also discussed the spirit and excitement of the torch relay. “A frenzy will occur as the torch comes closer to Salt Lake City,” said Barney. “A fever will set in just like it did in every other host city.”
The award ceremony has not been subjected to the same commodification. In 1924 the Olympic Committee banned advertisement inside the Olympic stadium, where medal ceremonies take place.
Barney warns that commodification and commercialization of the awards ceremonies will ruin the spirit of the Games. “We must withstand corporate pressures,” Barney said. “And remember who the Games are for, athletes not business.”