Sport is undergoing a period of transformation shaped by technological changes, new expectations from fans, economic challenges and an increasingly complex international context. Against this backdrop, International Olympic Committee (IOC) President Kirsty Coventry called on the International Federations and the various stakeholders that make up the Olympic Movement to work together to determine how to respond to this new reality without losing the principles that have sustained sport. Her remarks came on October 5 during the SportAccord Forum held in Lausanne, Switzerland, under the theme “When the rules of the game change: leading sport in a new reality.”
Coventry’s approach is framed within the “Fit for the Future” strategy, adopted by the IOC Session in June 2026 and now entering a stage focused on implementation. For the IOC President, changes in the sporting environment require the ability to adapt, but also clarity about what must remain protected. Within this balance, International Federations take on a particularly important responsibility, both because of their direct connection with sporting disciplines and because of their ability to turn the Olympic Movement’s general guidelines into concrete measures that have an impact on athletes, competitions and fans.
Turning the Olympic strategy into concrete action
Coventry argued that the next stage cannot be limited to establishing a strategic direction, but must translate into shared decisions and actions. The “Fit for the Future” strategy focuses on areas such as supporting athletes throughout their careers, protecting the elements that make the Olympic Games unique, strengthening trust within the Movement and providing greater clarity around the responsibilities of each institution. It also aims to increase the positive impact that sport can have on people’s lives, an objective that requires coordination among the various organizations that make up the Olympic ecosystem.
One of the areas where this transformation is already beginning to take shape is the Olympic programme. Coventry explained that the Games must continue to bring together the world’s best athletes and maintain their ability to connect with global audiences, while also evolving in a sustainable way for future host cities. To this end, the IOC approved a new methodology for evaluating the Olympic programme, with a more discipline-focused and data-driven approach. This perspective makes it possible to assess aspects such as venue requirements, operational delivery and the costs associated with each discipline more precisely, seeking to ensure that programme decisions respond both to sporting needs and to the real conditions involved in staging the Games.
Autonomy, unity and values in a changing world
The transformation proposed by the IOC is also linked to the context in which international sport currently operates. During her remarks, Coventry highlighted the ability of sport to create spaces for dialogue in a world marked by geopolitical tensions and divisions between societies. Sporting competitions can create opportunities for respect and understanding among people from different cultures and countries, maintaining a space where shared values have a place even when deep differences exist beyond sport. For the IOC President, preserving this character requires sport to maintain spaces for peaceful competition and coexistence.
In the same context, Coventry identified the autonomy of sport as one of the principles that must be protected during the adaptation process. The independence of sports organizations, she argued, is necessary so that athletes can compete according to sporting and merit-based criteria, keeping sport as a space associated with excellence, friendship and respect. The debate over how to respond to changes in the wider environment was one of the key themes of the 2026 SportAccord Forum, which brought representatives of International Federations together in Lausanne for three days to address the effects of geopolitical transformations, digital evolution and changing expectations among athletes and fans.
Last related articles
