By the time the 2018 Winter Olympic Games opened in PyeongChang last week, the masterminds behind the so-called Russian doping scandal had finally lost their control of the narrative, causing irreparable damage to the Olympic movement and to sports in general. The politically motivated actions of a tiny group of functionaries in the sports industry have discredited the very concept of the purity of athletics and have resulted in a sharp drop in the world’s interest in the Games in PyeongChang. This is evident in the disastrous attendance figures (a month before the competitions began only 60% of the tickets had been sold, and the most popular events, hockey and figure skating, had the highest number of unclaimed seats) and could also be seen in the significant drop in the IOC’s ad revenues.
The reason for this downward spiral is obvious, when some athletes are discriminated against based on their nationality while others run mad with impunity, this not only ruins the element of suspense in the competitions, it also kills off spectator interest and advertising contracts.
Let’s take a quick look back at the time line of events. After the Russian Olympians’ stunning victories in 2014, which did much to spur the success of the “Russian Spring in Crimea” three weeks after the closing ceremonies in Sochi, influential Western players began investing serious money into hyping the scandal over the so-called “Russian doping file.”