ABSTRACT
In this final chapter, we conclude by arguing for a radical reappraisal and rebalancing of the relationships between the International Olympic Committee (IOC) and its key strategic partners. A proactive response that is capable of reducing the tension between the culture of Olympism and the commercial exploitation of the Olympic Games and the athletes is required to ensure that the law is not required to release the current strains. The need to refocus the IOC's indirect law-making capabilities on its relationship with the Fundamental Principles of Olympism is examined through a critical analysis of the effects and implications of this law creation process on commercial protectionism. Drawing on relational contract theory, a more cooperative and accountable approach that could reduce the impact of the tensions identified throughout this book is proposed. This includes a re-evaluation of the role of the Olympic Charter to reflect the broader Olympic community and embedding human rights protections and remedies and the rule of law within the Olympic legal framework.
