The Arrogance of Power

Firstly, we are witnessing an erosion of the fundamental values of sport because of its increased commercialisation.

Secondly, there is a democracy deficit; a lack of transparency and a growing tendency towards self-sufficiency within the international world of sport. Before I deal with these issues, allow me to say a few words on how I perceive the interface between sport and cultural policy.

Sport and cultural policy
Sport is entertaining but sport should not be reduced to entertainment.

Sport is passion but sport should not turn into fanaticism.

Sport is commitment but sport should not be the only interest of the individual.

Sport is valuable but the values of sport should not be identified with mere economic values.

Fundamental ideals are what separate sport from entertainment and economic activity. Unlike other activities within the entertainment industry, sport insists on a frame of ethical standards and goals, a comprehensive set of fundamental values. Sport incorporates ideals and visions of human behaviour, development and socialisation.

We view sport therefore as an integral part of cultural policy. On the one hand sport contributes, literally speaking, to the physical dimension of cultural policy by means of a multitude of different expressions and traditions. The task of cultural policy is to secure the expression of the various dimensions of sport, to ensure that both popular and elite sport are deeply rooted in the fundamental principles of cultural policy. In the field of sport, cultural policy must form a barrier against the forces of the commercial free market, as it does, for instance, in the field of fine arts.

Moreover, cultural policy represents the value dimension of sport. Danish sporting traditions are bound up with relations between the individual and the community. Historically, sport has developed by means of extensive interplay between body and spirit, ethics and aesthetics, community and tradition.

Meeting others implies better self-understanding and a possibility to enhance tolerance. A community is more than the sum of its individuals. Values arise and develop only in communities. Cultural policy should contribute to committing sport to a value-based view of human nature. But this is no easy task these days, I admit. However, maintaining fundamental values is crucial to the survival of sport.

The erosion of fundamental values
When money becomes more important than values, sport loses its cultural and political base. If sport becomes a commodity, it could forfeit the financial support of governments. Without doubt sport has become an attractive market for financial investors. To illustrate this point, let me give a few examples:

It is estimated that global sport-related turnover amounts to three percent of total economic activity in the world.

Championship League football furnishes UEFA with approximately one billion Swiss Francs in income from sponsors and the sale of TV rights.
Manchester United FC is a limited company, with a turnover of approximately 100 million.
IOCs income from sponsorship and sales of TV rights amounts to almost $2 billion.
These figures would turn a poor Minister for Culture green with envy.

The examples above would tend to indicate that the world of sport, or at least sections of it, has turned into big business. Sports like soccer, golf, car racing, track and field, tennis and boxing have, at international level, at least, become lucrative businesses involving sponsors, media, sports equipment manufacturers, organisers etc, and entail huge investment.

These parties are interested in sport only as entertainment, a means of financial gain. Issues like democracy, education, community, cultural obligations, and other ideals are seldom to the fore.

No one would oppose increasing income in the field of sport. But if such an increase results in greater focus on the financial domain, and if, in turn, greater focus on the financial aspects gives rise to a way of thinking, a way of behaving and a way of organising that is akin to that adopted by private enterprise and the free market, then a problem arises with respect to the cultural dimension.

In Denmark, traditionally, sport has been regarded as an important contribution to cultural policy. Sport is important to developing individual identity and communities, imbuing a sense of responsibility and commitment towards one another. To achieve this, sport must be committed to fundamental values and financial gain cannot be its principal focus. If the tendency continues, it may be difficult to maintain the cultural perspective of and, in a wider context, public support for sport.

The democracy deficit 
The second issue of importance in this debate is the question of democracy and responsibility towards society. Sport and the tradition of the voluntary sector have been important factors in building modern welfare systems, and in advancing democracy and responsibility at all levels of society. Internationally, however, I have some difficulty in detecting recognition of these principles among the leaders of international sports organisations.

Let me give you some examples: At the world conference on doping in Lausanne in february 1999, arranged by the IOC, representatives from more than 40 governments around the world committed themselves to a relentless fight against doping. As a precondition for this commitment they requested the establishment of an independent and transparent agency, and the harmonisation of sanctions.

On the second day of the conference, when most government representatives had returned home, it seemed as if the conference had started all over again. Representatives of sports organisations did not comment on ministerial speeches and the debate largely concentrated on how to avoid the harmonisation of sanctions an issue which has not yet been resolved.

Another example:
Last spring a professional Danish cyclist from a Dutch cycling team was tested positive for a high T/E-ratio, after a race in Spain. The test was conducted by the International Cyclist Union (UCI), which subsequently passed on the information and the case to the Danish Cyclist Union.

The doping test results were brought to the attention of the Danish Doping Tribunal and, following standard procedures for all athletes in Denmark agreed upon by the Danish Sports Confederation and national federations, a two-year ban was imposed on the cyclist prohibiting him from competing in all competitions, during the ban period.

Some months later, the Danish Cyclist Union received a letter from the president of the UCI, Mr Hein Verbrggen. In this letter Mr Verbrggen made it clear that UCI does not recognise the Danish Sports Federations anti-doping regulations. He asked the Danish Cyclist Union to reduce the ban to a period of between six and twelve months.

If the Danish union did not comply with this demand, he went on, it would face suspension from the international federation. This implied that Danish cyclists would not be eligible to compete in the world championships or the Olympic Games. A fine of 5000 Swiss Francs per week was levied on the Danish Cyclist Union until it met UCIs demands. Since then, Mr Samaranch has supported Mr Verbrggens position.

In other words: Danish sports organisations are attempting to comply with generally agreed principles on the two-year ban, but then find themselves at variance with international federations and the IOC, which set other priorities.

Another example:
Some time ago, the EU Commission asked FIFA to revise its regulations pertinent to the transfer of football players. The Commission had received several complaints with respect to the system, and after a careful study of these complaints it was compelled to request a proposed new set of regulations. FIFA delayed its response to the Commission for more than two years. In-stead, it began to lobby for a change in the Treaty of the European Union that would exempt professional football from the rules and regulations governing the rest of the Community.

These cases suggest that sports organisations and leaders show little respect for democracy and responsibility. The founder of the modern Olympic movement, Baron Pierre de Coubertin, did not believe in democracy. As an aristocrat, he believed in the idea of a selected elite qualified to safeguard the Olympic idea and the principles of Olympism against degeneration. But Coubertin was also aware of the dangers of this organisational principle. And I quote: Let the sports grouping resolutely hold off the careerist who offers to manage them and who in reality has no other aim than to use some body elses muscles to build his own political fortune or advance his personal affairs. 

I think that the democracy deficit is a barrier to the advancement of sport built upon mutual responsibility and dialogue between society and the world of sport. And, further, I believe that this kind of reciprocity is necessary if we are to prevent modern, top level sport degenerating into entertainment and moneymaking.

Freedom of speech and openness combined with a critical, free press is the other side of this coin. In order to maintain their credibility and fix the world of sport as a dynamic factor in a globalised world, sports organisations must be open to the free press, and the free press must regard sport as more than records and champions. We have seen how a free press can push the IOC and the rest of the international sporting world at least a little step in the right direction. Focus on corruption within the IOC and doping has forced these organisations to take some action.

The setting up of the World Anti-Doping Agency is an important step, while the disclosure of corruption among IOC members has resulted in some reforms to the IOC, although they would seem to be of a more cosmetic nature.

Democracy and transparency remain the answer to the problems within the IOC. And sports organisations and governments should be committed to promoting democratic reform. The free press, although not the answer, would seem to proffer a guarantee that the right questions will be asked in the quest for democratic solutions solutions corresponding to the principles of a wider cultural policy.

I hope this conference will enable the press to adopt a critical, passionate, committed and independent view of sport; a view that will commit sport to ethical values, culture and cultural policy. It has been said that culture should bring more meaning as well as more beauty to the lives of human beings. If sport, too, could contribute to bringing more meaning and more beauty to our lives, the goal of a sports policy would be fulfilled. On behalf of the Danish Government, I am happy to welcome all participants and speakers at this conference, and I wish you all the best of luck.

Thank you for your attention.