Sports Business

BOSTON – When we last left the 2022 Beijing (China) Winter Olympic Games, there was the newsworthy reporting of a Diplomatic boycott of the Games by the United States government. It was a strike against the government of China and a USA protest that specifically addressed “genocide and crimes against humanity” in Xinjiang, a northwestern region of China.

White House press secretary Jen Psaki spoke of the decision which, according to the New York Times report of her conference, was addressing the treatment of “Uyghurs and other predominantly Muslim ethnic minorities in that region, including mass detentions and forced use of contraception and sterilizations.”

Aside from the previously reported support of the diplomatic boycott by US allies Australia, Canada and Great Britain, there was barely a whimper in the global community. Additionally, pre-Olympic promotion of the 2022 Winter Games was dialed down to a very low simmer in the United States.

The low level promotion could be tagged on the lack of participation by the National Hockey League, a decision announced by the league on December 22, just before the annual January 1st NHL Winter Classic would be televised – not by NBC Sports – but by TNT. The NHL noted, however, they were passing on the Beijing Winter Games because of the increasing threat of the COVID-19 virus and its Omicron variant.

The Beijing Winter Games, however, can carry-on without the players of the National Hockey League as the ice hockey competition in both the men’s and women’s games will be scheduled and will have some interest. After all, the athletes are not being asked to boycott the games and that is about the only good news to report.

In the months leading up to the February 4-20 Winter Games, local NBC affiliates laid low in on-air promotion. Daily viewers of The Today Show have not been subjected to endless Winter Olympics features and programming plugs. On January 1, NBC pulled the plug on its NBC Sports Network and shifted programming to its old school USA Network and cable business outlet CNBC. NBC’s OTT network – Peacock – will host many of the events. That strategy is certainly within NBC Universal’s prerogative in their attempt to promote Peacock, but it comes with a cost to the International Olympic Committee and United States Olympic Committee (USOPC) which also represents the Paralympics in the USA. That cost is eyeballs as OTT (Over-the-Top) – even without a paywall – is not OTA (Over the Air).

Bits of Winter Games qualifying events are now dancing in our heads. Figure skating has been on-going in Nashville where veteran skater Mariah Bellwon the women’s national title at the U.S. Figure Skating Championships, likely earning a spot on the three-person U.S. Olympic team when it is announced (right around press/posting time). Bell will be the oldest USA national champion to compete since the 1920s. Karen Chen finished second and Isabeau Levito came in third. Alysa Liu, considered the top American female figure skater, dropped out of the US championships after testing positive for the coronavirus but still can be named to the team for the Beijing Olympics.

There’s been some speed skating qualifying and some snow boarding, glimmers of hope for the upcoming games. Peacock will live stream all of NBC Universal’s coverage of the 2022 Beijing Winter Olympics, including every minute of every live event that airs on broadcast and cable TV. They will not put a pay wall up for those with the Peacock app.

Regardless, viewership of the upcoming 2022 Beijing Winter Games will likely be at an all-time low. Reasons are plentiful, starting with 2016-2022 American-China relations at a crossroads and possibly at the lowest point since the 1970s. The Chinese government’s record vs. Human rights is reason enough for viewers to take a pass. The stodgy Olympic suits will make excuses and point to the huge time zone difference between Asia and the USA. The split audiences – traditional TV vs Streaming – will be the built-in excuse for low ratings.

One thing is for sure: the Chinese government doesn’t give a granite Curling stone’s damn what an American viewer thinks or does. China couldn’t care less if an American diplomat shows up.

What will this lover of Olympic Games do?

I’ll watch it all.

I’ll dream of glorious Olympic Games of the past. Dreams of downhill and slalom races in 1968 with Jean-Claude Killy of France or Innsbruck ‘76 with Austria’s Franz Klammer. I’ll think of Italy’s Alberto Tomba or Austria’s Hermann Maier.

I’ll think of all the different Olympics, the many years, the US broadcasters from ABC Sports to CBS Sports to NBC Sports. I’ll fondly remember broadcaster Pat O’Brien hosting an 11:30pm (ET) cozy nightly recap at fireside from Lillehammer, Norway in 1994. And, of course, I’ll think back to Lake Placid and the greatest sporting moments of many of our lifetimes – the 1980 USA Olympic gold medal ice hockey team.

Glory days, all gone by.

Pat O’Brien Late Night from Lillehammer in ‘94 … (Get a load of the theme song and opening graphics).

I might have written about this once before, but you need to understand “TheOlympic Gene.” Either you have it or you don’t. It is passed down along with all the other 20-to-25,000 human DNA-based wirings in our body. Those carrying the Olympic Gene have a little more “pep” in their polypeptides. While the human condition is inborn, it grows with leaned conditioning as the Olympic Games are played in places all over the world.

The Olympic Gene can be limited to love the Summer Games more than the Winter Games, but love of any one sport – whether it be figure skating or curling, handball or weight lifting – tosses the gene pool upside down and all the lovely chromosomes tumble together for, yes, MUST SEE TV.

Those of us with the Olympic Gene pass it along to our children and they queue-up like automobiles at the Field of Dreams and watch alongside us. They are on a first name basis with “Bob” (Costas). They want silence in the room during the women’s free skate or the women’s team gymnastics competition, no matter who is competing or what country they hail from.

Until this day, I can not fathom a family that doesn’t love and experience the world of sports. Whether they participate or watch from the stands or via television. Sports is such a unifier and exactly what we need in 2022.

Now, don’t get me wrong. Politics are very much a part of the international sporting events, especially the Olympic Games. Look back to 1936 and Jesse Owens incredible performances for the USA in Berlin, Germany or look so very sadly back to Munich in 1972 when the pro-Palestine Black September terrorist group invaded, captured and killed members of Israel’s Olympic Team.

US athletes have protested at the Games, too, with Tommie Smith and John Carlos of USA Track & Field raising their black-gloved fists in protest of civil rights in the United States during one of the most tumultuous years (1968) in our country’s history. There is no escaping politics and the Olympics and maybe that’s actually a good thing if it is done in peace.

The youth of the world gather to compete and the youth of the world must solve the problems the prior generations have dumped in their laps.

HERE NOW, THE NOTES: Blast-off … The NBA made an interesting sports business announcement this week with the fact it selected five companies for the inaugural NBA Launchpad program. In a statement, the NBA said Launchpad is “the league’s latest initiative to source, evaluate and pilot emerging technologies that impact the future of the game.” … Says the NBA, “Launchpad was introduced in June 2021 with a global search to identify cutting-edge solutions that directly addressed the following priority areas identified for the inaugural season of the program: Ankle Injury Innovation, Elite Youth Player Performance, Referee Training and Development and Youth Health and Wellness. NBA Launchpad received hundreds of submissions from a diverse applicant pool across 25 countries, ranging from early-stage startups to large research institutions. … To conduct the “pitch” review process, the NBA partnered with Pitchtape, an online pitch platform, and enlisted subject matter experts from the League Office and teams to evaluate each submission. The inaugural class of the NBA Launchpad program includes:

• BetterGuards (Berlin, Germany): Adaptive ankle protection system that provides advanced freedom of motion for athletes while actively preventing injuries.

• Breathwrk (Los Angeles, California): Health and performance app that provides science-backed breathing exercises, helping athletes wake up, calm down, increase stamina and fall asleep.

• Nextiles (Brooklyn, New York): Materials science company that quantifies human movement by merging sewing technologies with flexible electronics.

• Rezzil (Manchester, United Kingdom): VR-based solution for cognitive training, rehabilitation and game analysis.

• Uplift Labs (Palo Alto, California): AI-powered technology that delivers real-time movement tracking and 3D analysis to enhance health and performance.

“We are thrilled to introduce our NBA Launchpad program with such a diverse group of innovative products and solutions,” said Evan Wasch, Executive Vice President, Basketball Strategy & Analytics. “Each company brings something unique to the table that will improve the game of basketball.”

Over the next six months, NBA Launchpad portfolio companies will work alongside league and team advisors on R&D projects. Companies will also receive unique access to NBA events and exposure to the NBA’s ecosystem of partners and investors.

HERE’s A COUPLE NEW ONES: The NBA fined New York Knicks forward Julius Randle $25,000 for “the egregious use of profane language during media interviews.” Randle made his comments to the media on two separate occasions — after a Jan. 5 practice and postgame following the Knicks’ 108-105 victory over the Boston Celtics on Jan. 6 at Madison Square Garden. … Earlier in the week, the Sacramento Kings organization was fined $50,000 for violating league rules prohibiting team owners and executives from interacting with scorer’s table personnel during game play. Kings’ Assistant General Manager Wes Wilcox was also fined $15,000. … The incident took place during a timeout with 10:50 remaining in the third quarter of the Kings’ 115-113 win over the Miami Heat on Jan. 2 at Golden 1 Center, when Wilcox left his seat to confront operations personnel at the scorer’s table about their handling of a clock procedure during a jump ball. The clock procedure at issue was, in fact, administered correctly by the shot clock operator.