How to ‘Use Your Olympian’: The Paradox of Athletic Authenticity and Commercialization in the Contemporary Olympic Games

Abstract

A paradox between commercialization and the authenticity of the Olympic Games has been identified in the established literature. We add to this discussion but with a specific emphasis on how this paradox is embodied by the athletes involved. We argue that the commercialization of the Games is inevitable in the contemporary media and corporate contexts, whereby the finances available from both are necessary to stage and promote the event. Within these contexts, we suggest it is also inevitable that Olympians become commodities that promote the brand of the Olympics. Representations of their heroism and their modelling of achievement culture provide an authentic credibility for the Games. Moreover, the Olympics add a distinctive dimension to this contemporary authenticity in their appeal to an ancient amateur heritage. We demonstrate, however, that amateurism is a creation of the modern Olympic Movement and is deployed to add another dimension to the general sporting authenticity that is currently invoked to manage the paradox of commercialization.