Opening a New Chapter for the Olympic Games May Zhao Interviews IOC Presidential Frontrunner Juan Antonio Samaranch Jr

（May Zhao）Juan Antonio Samaranch Jr. stands in the shadow of his father, who once led the Olympic Movement into a new era of globalization. Yet he is keenly aware that today’s Olympics needs not nostalgia, but what he calls “an extraordinarily rapid evolution.”

As the race for the next International Olympic Committee (IOC) President intensifies, with the decisive vote set for the 20th of this month, Samaranch Jr. sat down for an exclusive remote interview with us.

May Zhao:

Your father brought prosperity to the Olympic Games through commercialization. Now, soaring costs, the expansion of the Olympic program, and cooling interest in hosting the Games are threatening its sustainability. If elected, how will you draw on your father’s experience to reform the Olympic economic model and ensure its long-term success?

Juan Antonio Samaranch Jr.:

First of all, the strategies that drove the Olympic economic boom 45 years ago can no longer be applied directly to today’s world. But that doesn’t mean we don’t have room for improvement.

Today, we have strong broadcast partners, and the rise of digital media is transforming the way the Olympics is shared with the world. We are steadily learning how these technologies will drive change in the decades to come.

We still operate the most successful sports marketing program in history—the TOP global partnership program—but it has been running for 45 years and needs to be updated and adjusted to be more flexible and meet modern market demands.

In addition, we can leverage technology and innovative strategies to develop new revenue streams. I am confident about the future of the Olympic Games—not only can we maintain current service levels and investment in global sport, but we can also further enhance them.

While others speak of reform, Samaranch Jr. emphasizes “accelerated evolution.” Rather than radical change, he advocates “steady reform.” As the most experienced IOC member among the candidates and a second-generation Olympic leader, he believes he can strike the balance between tradition and transformation. He has made it clear: the Olympic economic model needs a “complete upgrade,” underpinned by modern investment strategies and digital platforms to ensure the long-term sustainability of the Olympic Movement.

“In this era, to wait is to fall behind.” As he announced his candidacy for IOC President, Samaranch Jr. made his position clear: “I will not use my father’s methods to solve today’s problems.” With conviction in his voice, he concluded, “My goal is to lead the Olympic Games into a new era, while ensuring that the core Olympic values remain unchanged.”