Tough battles before cheerful games

WW: You were involved in the 2006 World Cup for Germany and helped win. In recent years, you supported Munich's 2018 Olympic bid and helped it lose. What advice would you give the Swiss organizers?
Abold: The ultimate goal must be to avoid all electoral maneuvers. An Olympic bid is a balancing act between grassroots democracy and dictatorship. On the one hand, a doer is needed, like Bernie Ecclestone in Formula 1. On the other hand, approval must be broadly supported, from the citizens to the various political bodies to the executive floors of business and government. This requires broad, unambiguous communication. An outsider cannot imagine how complex and complicated such an application is. Because there is also the phenomenon of "elephant memory".

What do you mean by that?
When Olympic or World Cup decisions are made, close attention is paid to the reactions of those affected. Nothing is forgotten, and this is often underestimated. Take the current attack by FIFA boss Sepp Blatter against the management of FC Bayern. In the German newspaper Kicker, he claims that the management allegedly made a big deal about the World Cup in South Africa two years ago. As a result, Africa closed Munich and refused to give its approval for the 2018 Olympics. Blatter specifically names the names, and the international news machinery is already spinning.

But Switzerland has no previous experience in this respect, so should it now take an example from the reigning Winter Olympic champions in Pyeongchang, South Korea?
Two questions, two answers. On the one hand, Pyeongchang is an example of how you shouldn't give up on your Olympic ambitions. The Koreans have applied three times. That shows respect and humility towards the IOC. Everyone was in the same boat for South Korea's bid - the politicians, the business community and the organizers. They even opened the prison doors to reactivate experienced lobbyists. And now a look at Switzerland, at the Sion/Wallis Olympic bid. Back then, they lost to Turin 2006 and complained bitterly and angrily. The term "mafia" was used. This should not simply be forgotten in a new bid, the IOC certainly won't do that.

What role does public approval actually play in an Olympic bid?
Vancouver, Canada, had an approval rating of just 60 percent before the bid, and 85 percent before the Games. The potential of public opinion should not be underestimated, as it is an indicator for the communication of solutions to problems. Switzerland has a very grassroots democratic approach. Cantonal citizens' initiatives for nature conservation or against funding have a very different impact than in Germany, for example.

Keyword money. Is Switzerland in a position to finance the Winter Olympics?
The issue of financing with the involvement of the public sector is just as problematic in Switzerland as it is in Germany. If Swiss Olympic, the umbrella organization of Swiss sport, now rejects the CHF 5.6 million expansion of a ski jumping facility, this does not speak for a general spirit of optimism in Swiss winter sports. I also see it as a disadvantage that the potential of large international companies with Olympic sponsorship ambitions is too low in Switzerland.

So you don't like Switzerland?
Quite the opposite. I regularly go skiing in Davos with Mrs. Acola. Switzerland is a great winter sports nation, a successful popular figure with great successes. Euro 2008 impressively demonstrated the country's organizational skills. The 2014 World Championships in Athletics will also show how well the communication platform works.

After the drawing board games in Sochi and Pyeongchang, project manager Sven Zehnder wants to give the Swiss Games the motto: "Simple games in real winter sports stadiums". As a Munich agency and bid expert, have you already been approached?
I don't know whether any large advertising and communications agencies are already involved in the planned Winter Games. In any case, we have not yet received any inquiries.

Interview: Peter Ehm

The Swiss path to an Olympic bid
Preparations are currently underway for a Winter Olympics bid under the project management of Sven Zehnder. He wants to showcase games in the Davos and St. Moritz regions that reflect the spirit of the times, a return to the Olympic spirit, trust in Switzerland and its expertise in terms of sustainability and environmental awareness. After Sochi and Pyeongchang, "simple games in real winter sports stadiums" should inspire the world in 2022 (or 2026). And that is the timetable:
- Following the creation and presentation of an overall concept, the sports parliament will make a final decision on the application on April 27, 2012.
- The Federal Council is due to make a decision in July 2012.
- The referendum in Graubünden is scheduled for November 25.
- In June 2015, the International Olympic Committee (IOC) awards the Winter Games for 2022 by secret ballot.