2022 is an Olympic year, and as the Beijing Olympics unfold, the focus of a lot of the media coverage is on the medals. It’s great for any athlete to win, especially at such a high-profile event – but a lot gets lost when the Olympics, or any major sporting event, are framed mostly in terms of who wins.

Leadership theory tells us that a leader can’t be a leader without followers. Similarly, a winner is only a winner if they have competitors to beat. Everyone competing at the Olympics has worked incredibly hard, spent a lot of money (or a lot of their parents’, sponsors’, or sports federation’s money), and sacrificed opportunities to do other things. Viewership for Olympic TV and streaming broadcasts has been declining and maybe, just maybe, the nationalist focus on only the athletes who win medals is starting to wear a little thin.

Prior to the Games, the Globe and Mail newspaper ran an extremely interesting article on how Norway increased the number of medals won by its Winter Olympic athletes. Many countries have programs like Canada’s Own the Podium, which use medals as the measure of success in sport, and direct funding to the sports and athletes perceived as most likely to win medals. That strategy usually requires identifying potential medalists as early as possible, and then supporting those athletes in intensive training in a single sport. Norway took a completely different approach. (more…)