PARIS, Feb. 14 (Xinhua) -- Johan Eliasch, a candidate for the presidency of the International Olympic Committee (IOC), has emphasized a business-oriented approach in his campaign, highlighting the need for the IOC to be financially sustainable, dynamic, and commercially adaptable.

Eliasch, who has served as president of the International Ski Federation (FIS) since 2021 and became an IOC member in 2024, also holds the position of chairman of HEAD, a global sporting goods company. His background in sports administration and corporate leadership has shaped his vision for modernizing the Olympic Movement through commercial strategies and financial efficiency.

One of Eliasch's key proposals is to make the IOC more commercially dynamic, ensuring that the Olympic Games remain financially independent and adaptable to changing market demands. He has advocated for revamping sponsorship models, increasing direct-to-consumer engagement, and expanding revenue streams beyond traditional broadcasting.

"The Olympic Games must continue to inspire the world, but they also need to sustain themselves financially in an ever-evolving landscape," Eliasch, 62, who holds dual citizenship of the United Kingdom and Sweden, has stated in his campaign materials. He believes that leveraging digital platforms, streaming services, and innovative commercial partnerships can help maximize the IOC's financial stability while preserving its core values.

Eliasch's business background has shaped his approach to efficiency and modernization. He has emphasized that successful global organizations must operate with clear financial strategies, structured governance, and a dynamic vision for the future - principles he aims to bring to the IOC.

Beyond financial sustainability, Eliasch is a strong proponent of embracing technological advancements to modernize the Olympic experience. He sees artificial intelligence (AI) as a tool to improve event operations, officiating accuracy, and athlete training, and has called for deeper integration of digital engagement strategies to attract younger audiences.

His campaign also highlights the growing role of esports, which he views as a potential platform for expanding the Olympic Movement's reach. While he believes esports should align with Olympic values, he sees digital sports formats as an opportunity to connect with new generations of fans and athletes.

Eliasch has also placed environmental sustainability at the center of his platform, citing the impact of climate change on global sports. As the founder of Cool Earth, a rainforest conservation charity, he has called for the Olympic Movement to take stronger climate action, including more sustainable venue planning and carbon reduction initiatives.

The recent wildfires near Los Angeles 2028 venues, he argues, underscore the urgency of integrating sustainability into Olympic event planning.

"Climate change is not just an environmental issue; it is a direct challenge to the future of global sports," he has stated in previous remarks.

On governance, Eliasch has stressed the importance of maintaining the IOC's political neutrality. He supports the continued Individual Neutral Athletes (AIN) policy, ensuring that athletes are not excluded from competition based on nationality. He has also emphasized the need for stronger collaboration with international federations and National Olympic Committees (NOCs) to promote unity within the Olympic Movement.

IOC members will elect a successor to incumbent president Thomas Bach at the IOC Session in Greece on March 18-21. Enditem

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