Juan Antonio Samaranch Jr.: Continuing a Legacy, Leading Olympic Change

At 65, Juan Antonio Samaranch Jr. is at a crucial juncture in the IOC presidential race. As the most experienced candidate, he uniquely blends sports governance expertise with financial and business acumen. The son of former IOC President Juan Antonio Samaranch Sr., he has been immersed in the Olympic world since childhood, joining the IOC in 2001 and serving two terms as vice president (2016–2020, 2022–present).

His father, a key reformer, introduced commercial strategies that made the Olympics financially sustainable. Now, Samaranch Jr. seeks to build on that legacy, leading the IOC into a new era of innovation and modernization.

With an MBA from NYU and a degree in industrial engineering from Barcelona University, he brings a market-driven approach to Olympic governance. As founder of the Samaranch Sports Development Foundation, he has promoted sports accessibility and global collaboration.

As chair of the IOC Coordination Commission for the 2022 Beijing Winter Olympics, he played a key role in the Games’ success, earning recognition for his strategic leadership and international coordination.

Looking ahead, he aims to boost market innovation, ensure financial sustainability, and drive digital transformation to keep the Olympic brand competitive. Can he carry forward his father’s legacy and reshape the Olympic Movement?

On March 20, the election will decide if he gets the chance to realize his vision. The world watches.