Loading...
July 9, 2024 • 26min
Rapid Response: Team USA’s bold plan for Paris, with US Olympic & Paralympic Committee CEO Sarah Hirshland
Masters of Scale
Sarah Hirshland, CEO of the US Olympic & Paralympic Committee, returns to Rapid Response to provide an insider's preview of the upcoming Paris 2024 Olympic Games. With 346 events over 17 days and Team USA expected to win over 100 medals, Hirshland breaks down the key storylines, challenges, and opportunities ahead. She also discusses preparations for the 2028 Los Angeles Olympics, concerns about changes to collegiate sports in the US, and efforts to unite Americans behind Team USA while respecting individual athlete expression.
Rapid Response: Team USA’s bold plan for Paris, with US Olympic & Paralympic Committee CEO Sarah Hirshland
0:00
-0:00
Key Takeaways
- The Paris 2024 Olympics will feature 346 events over 17 days, with Team USA expected to win over 100 medals
- Trust and integrity in anti-doping efforts remain major challenges, with recent concerns about Chinese athletes testing positive without consequences
- The US Olympic & Paralympic Committee aims to unite Americans behind Team USA while respecting individual athlete expression
- Preparations are already underway for the 2028 Los Angeles Olympics, which will be a "completely different animal" as a home Games
- Changes to the NCAA model of collegiate sports could threaten the development pipeline for Olympic athletes in the US
- The USOPC is focused on growing its funding and business model to support athletes, especially in between Olympic cycles
- Success in Paris will be measured by medals, public engagement metrics, and fostering a culture of fair, inclusive, and safe sport
Introduction
Sarah Hirshland, CEO of the US Olympic & Paralympic Committee, returns to Rapid Response to provide an insider's preview of the upcoming Paris 2024 Olympic Games. With 346 events over 17 days and Team USA expected to win over 100 medals, Hirshland breaks down the key storylines, challenges, and opportunities ahead. She also discusses preparations for the 2028 Los Angeles Olympics, concerns about changes to collegiate sports in the US, and efforts to unite Americans behind Team USA while respecting individual athlete expression.
Topics Discussed
Preparations and Emotions Ahead of Paris 2024 (1:51)
Hirshland expresses a mix of excitement, anxiety, nervousness and hope as the Paris Games approach. She feels the USOPC is well-prepared but acknowledges the need for some luck as well. The Olympic trials process to select Team USA members is always emotional, with inevitable disappointments alongside achievements of lifelong dreams.
- Hirshland has become more personally invested in athletes' journeys over her 6 years as CEO
- The trials can be "gut-wrenching" with talented athletes sometimes missing out
- Memorable moments included a 16-year-old qualifying as the youngest ever male track & field Olympian
Rebuilding Trust in USA Gymnastics (4:36)
Hirshland reflects on the recent gymnastics trials as validation that USA Gymnastics has regained trust after past scandals. She cites the enthusiastic crowd of 15,000, most wearing USA Gymnastics apparel, as evidence the community is back supporting the organization.
- USA Gymnastics has "unequivocally" regained trust after a period of uncertainty about its future
- The trials featured extraordinary performances validating positive changes in the organization
- Hirshland sees this as proof they have "learned, listened, and evolved"
Encouraging Broader Sponsorship of Olympic Athletes (5:44)
Hirshland explains her recent call for brands to sponsor more Olympic athletes beyond just the most famous names. She wants to highlight the achievements of lesser-known athletes who are still among the best in the world at their sports.
- Many Olympic athletes are unknown to the public before the Games
- These athletes have achieved something extraordinary by being the best at what they do
- There's value for brands in leveraging these athletes' stories and journeys
- Hirshland encourages "broadening the aperture" beyond just the most famous Olympians
Key Events and Athletes to Watch in Paris (6:59)
With 346 events over 17 days, Hirshland highlights some key sports and storylines for viewers to follow:
- Track & field, swimming, and gymnastics are expected to be strong for Team USA
- Basketball will feature 4 US teams (men's and women's 5-on-5 and 3-on-3)
- Volleyball and soccer are popular but face fierce global competition
- Hirshland specifically recommends watching 3-on-3 basketball as an exciting new event
Concerns About Doping and Sport Integrity (8:07)
Hirshland addresses recent concerns about Chinese swimmers testing positive for banned substances without consequences. She acknowledges it's "maddening" for athletes to lack confidence in a level playing field.
- The global anti-doping system needs improvement across 206 countries
- The US has an "exceptional" anti-doping system with high standards
- Trust is a critical issue in anti-doping efforts
- The goal is catching bad actors and keeping them out of competition
Team USA's Global Image and Unifying Role (10:07)
Hirshland discusses the broader significance of the Olympics for America's global image and domestic unity. She sees Team USA as uniquely positioned to bring Americans together.
- The Olympics are a "microcosm of a much bigger geopolitical environment"
- "This is the only team we can all agree on" in a divided country
- Team USA should reflect American diversity and excellence
- The USOPC aims to balance pride with humility and a desire to help others
Balancing Individual Expression and Team Unity (12:14)
Hirshland explains the USOPC's approach to athlete activism and expression, aiming to support individuality while maintaining team cohesion:
- The USOPC sees itself as a "facilitator" and "bridge" rather than setting strict rules
- They help athletes understand potential ramifications of their choices
- The goal is celebrating athletes as individuals while part of a team
- Example: Highlighting stories of athlete mothers to discuss societal issues
Planning for the 2028 Los Angeles Olympics (17:08)
While focused on Paris 2024, Hirshland discusses early preparations for hosting the 2028 Games in Los Angeles:
- Paris will be used to test many aspects that can inform LA planning
- Hosting at home is a "completely different animal" than being a guest
- Key focus areas include galvanizing US support and growing the fan base
- LA 2028 will feature the largest ever US Olympic team
Impact of NCAA Changes on Olympic Development (19:21)
Hirshland expresses concern about how changes to the NCAA model of collegiate sports could impact the pipeline for developing Olympic athletes:
- The US education-based sports system has been "the envy of the world"
- Broad-based college sports are crucial for Team USA and youth sport development
- There's a risk the "collegiate system crumbles" as revenue shifts to certain athletes
- This could reduce support for non-revenue sports that produce many Olympians
Leadership Transition and Future Focus (22:57)
Reflecting on her first 5 years as CEO and looking ahead to her recently renewed contract through 2029, Hirshland sees a shift in the USOPC's approach:
- The first 5 years involved reacting to crises like the abuse scandals
- Now the organization is "playing offense" and setting the agenda
- The US is likely to host both Summer (LA 2028) and Winter (Salt Lake City 2034) Olympics in the next decade
- This presents an opportunity to "reset what broad-based sport means in this country"
Funding and Business Model Evolution (24:28)
Hirshland discusses the need to grow and diversify the USOPC's funding sources:
- The lead-up to LA 2028 is a "critical window" to reinvent resource generation
- Philanthropy has become an increasingly significant revenue source
- Need to create more value for business partners, especially between Olympic cycles
- Goal is to sustain engagement with the "365 day a year journey" of athletes
Defining Success for Paris 2024 (25:48)
Hirshland outlines how the USOPC will measure success at the Paris Olympics:
- Medal count remains an important metric
- Public engagement measured through viewership, digital and social metrics
- Evaluating the athlete experience in terms of fairness, inclusivity and safety
- Assessing progress towards a "healthy sport culture"
Conclusion
As the Paris 2024 Olympics approach, the US Olympic & Paralympic Committee faces a complex set of challenges and opportunities. CEO Sarah Hirshland aims to unite Americans behind Team USA while navigating issues of doping, athlete expression, and changes to collegiate sports. Looking ahead to hosting duties in 2028, the USOPC is focused on evolving its funding model and resetting the role of sport in American society. Success in Paris will be measured not just by medals, but by public engagement and fostering a culture of fair, inclusive, and safe sport.
