(With credit to Insider Sport)
As global sporting influence shifts, the question quietly circling the Olympic Movement is no longer “who can host?” but “how should hosting be used?”
Recent developments highlight this evolution. On July 15, the LA28 Organising Committee marked a key milestone: over one million children have now participated in PlayLA, a city-wide, publicly funded youth sports program powered by the International Olympic Committee (IOC) and the City of Los Angeles.
Just a few days later, the Qatar Olympic Committee announced its leadership for a 2036 Olympic and Paralympic Games bid, led by Sheikh Joaan bin Hamad Al Thani and Sheikha Hind bint Hamad Al Thani. The timing was coincidental, but the message was clear: Olympic hosting has become a vehicle for long-term national strategy.
LA28: A Blueprint for Civic Legacy and Commercial Precision
Los Angeles is not waiting for the flame to be lit to leave a legacy. Through PlayLA, over a million enrollments across 40+ sports have already occurred — including adaptive and para disciplines — with funding commitments of up to $160 million from LA28 and the IOC.
CEO Reynold Hoover called it a moment to “recognise the scale of progress.” Mayor Karen Bass reinforced this, framing the initiative as a citywide commitment to inclusion, access, and youth development.
Operationally, LA28 will reutilise infrastructure from the 1932 and 1984 Games. Events will be distributed across greater Los Angeles rather than confined to an Olympic Park. The Opening Ceremony will even span two venues: the historic LA Memorial Coliseum and the newly built 2028 Stadium in Inglewood.
The event model favours sustainability and community benefit — a recalibration of what the Games represent in a 21st-century city: not just spectacle, but social infrastructure.
Qatar 2036: A Bid Framed by Influence and National Strategy
On July 23, the Qatar Olympic Committee officially entered the IOC’s “Continuous Dialogue” process for future Olympic hosts — a low-profile, pre-selection phase designed to sidestep the competitive tensions of past bidding wars.
The leadership team blends elite sport governance (Sheikh Joaan) with educational and gender equity credentials (Sheikha Hind). Through organisations like Qatar Foundation and the IOC Olympic Education Commission, Qatar aims to position its bid not just on logistics, but on cultural and developmental impact.
However, the shadow of the 2022 FIFA World Cup remains. While Qatar delivered technically and logistically, criticism on labour rights, climate concerns, and human rights lingers — scrutiny the Olympic bid is unlikely to escape.
Yet with advanced infrastructure, a proven event portfolio, and long-term engagement with the IOC, Qatar’s strategy is clear: enter early, build quietly, and control the narrative.
The IOC’s Quiet Reshaping of the Olympic Model
The IOC’s Future Host Commission has fundamentally changed how cities approach Olympic bids. Gone are the dramatic vote-driven announcements. In their place: private engagement, early alignment, and political discretion.
This approach reduces risk and fosters long-term collaboration. But it also opens the door for powerful states to enter unchallenged, while cities with democratic oversight and robust public scrutiny are often left on the sidelines.
Los Angeles received the 2028 Games with no vote. Paris took 2024. There is no longer a public contest — only those who understand the new rules will play.
The New Power Geography of Global Sport
By 2028, the United States will have hosted the FIFA World Cup, Copa América, Club World Cup, Formula 1 races, and the Olympics. It offers infrastructure, audience, and commercial scale — an irresistible triad for international federations.
Qatar, on the other hand, remains one of the most debated players in global sport. Its Olympic ambitions will be judged against its past and its politics — not just its facilities.
So the question isn’t “can they host?”
It’s “should they host?”
And just as critically — who gets to decide?
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