A wind of reform has been blowing over the IOC since the arrival of Thomas Bach in the presidential chair. What do the institution’s economic partners think? FrancsJeux asked the question to the most loyal of all, Coca Cola, and to its director of Olympic operations, the Frenchman Thierry Borra. Interview.
FrancsJeux: How is the partnership between Coca Cola and the Olympic Games going?
Thierry Borra: Coca is the oldest partner of the Games, we have been supporting the event for 85 years. But, despite our 127 years of existence, we still need to renew ourselves. We have arrived at a pivotal period with the Olympic movement. We must evolve our partnership, find new ideas, make it even more relevant. The Games have helped us, throughout these years, to become a global brand. In return, we help the event financially. But our presence is not limited to the Olympics, winter or summer, every other year. We also support, throughout the year, the 205 national Olympic committees.
What do you think of the evolution that the IOC seems to want to take since the arrival of Thomas Bach?
It suits us, because we share the IOC's desire to bring in new sports and new audiences. The same goes for initiatives taken to encourage young people to practice physical activity. The IOC must regain leadership on all these issues. It can and must play a broader and more visible role. Many people get involved, especially on sports/health issues, but a leader must stand out. The CIO can be that leader.
Between the three candidate cities for the 2020 Games, Istanbul, Madrid and Tokyo, did you have a preference?
For us, the choice of the Olympic city is secondary. More than the location, it is the platform that interests us. But it seems to me that giving the Games to cities and countries that do not have the infrastructure and skills to organize them amounts to making them extremely complex. The Summer Games in Africa is, from every point of view, a great idea. But it doesn't have to be just an idea. The IOC must put steps in place to help applications.
For a brand like yours, are the Games still worth the expense?
Yes. The Games push us to innovate. They constitute a unique way to accelerate our business, commercially and for our own values.
So you will always be its partners?
Our current contract runs until 2020. We are already thinking about the future, that’s for sure. We ask ourselves the question, of course, particularly about how to invent a new relationship with the Games. When we renewed our partnership with the IOC in 2005, Jacques Rogge told us that we were a bit like an old couple. In an old couple, you have to dialogue, ask the right questions and invent.
Are you concerned about the situation at the Sochi Games?
At this stage, no. The Russians built everything, almost from A to Z. It is normal for such an enterprise to encounter some difficulties.
And the question of human rights?
Progress has been made. The Russians have just announced their intention to create zones where opponents can express themselves. There was nothing like this in 2008 in Beijing. We believe in the values of Olympism. The Games are a fantastic tool for dialogue and openness.
France is currently considering the possibility of entering the race for the 2024 Games. What does Coca Cola think of a candidacy from Paris?
France must ask itself the right questions. Don't go in with a gun. Have a vision, a long-term project. Ask yourself how the Games would bring anything to Paris and France. But the IOC must also ask itself this question, more generally. He must wonder what to do with the Games and where to go. I am not sure that holding the Winter Games twice in a row in new territories, Sochi in 2014 and Pyeongchang in 2018, is a very good idea.
