Paris 2024: Social Impact on Local Communities in the Hérault Department: Focus on the Towns of Castelnau-le-Lez and La Grande Motte

The 2024 Paris Olympic and Paralympic Games are seen as a catalyst for strengthening sports policy, promoting physical activity for all residents, and fostering an inclusive sports culture. However, despite these positive prospects for the host cities, potential challenges may arise, particularly for cities that have been designated “Terre de Jeux” but are not hosting the Games. We focus specifically on the cases of Castelnau-le-Lez and La Grande Motte, municipalities in the Hérault department that have been designated “Terre de Jeux.” This study shows that hosting the Games represents an opportunity for these municipalities, despite budgetary constraints. Furthermore, the Games leave a social legacy by promoting sports participation in these cities. This initiative also aligns with national sports development objectives. It is crucial to ensure the long-term sustainability of this sports legacy.

By Mailys DUPONT

Having lived in several countries since I was a child, it seemed natural to me to pursue an international career, particularly in tourism. That is why, after earning a bachelor’s degree in science, I decided to pursue a master’s degree in Sports Tourism Management, which allowed me to combine my passion for sports with my love of tourism. For my final thesis, I wanted to combine these two fields by focusing on the Olympic and Paralympic Games.

I want to contact her!

Introduction

In 2017, France was awarded the right to host the 2024 Olympic and Paralympic Games (OPG). This success is part of an ongoing policy to host major international sporting events (GESI), which has gained significant momentum since 2007 with the hosting of the Rugby World Cup. Organizers and host regions are increasingly emphasizing the social impact of the Games and highlighting their role as a catalyst for the implementation of public sports policies (Lapeyronie, 2019; Bayle, 2023). Beyond the effects of the Olympic Games on host cities, the question arises of the benefits for the entire country, as the majority of the nation does not seem to be affected by hosting the Games.

Furthermore, the economic impact of the Olympic Games, which is frequently highlighted during the bid phase, often proves to be short-lived, as several studies have shown, particularly those on the 2012 London Olympics (Tien, Lo, & Lin, 2011; Walton, Longo, & Dawson, 2008). Furthermore, due to the difficulty of measuring benefits in non-host areas of the Olympic Games, few studies examine how these non-host regions can benefit (Deccio & Baloglu, 2002), as the benefits diminish with distance from the host city, as noted by Smith (2009).

In the case of the Paris 2024 Olympic Games, the stakes extend far beyond the Île-de-France region, so that the entire country can benefit. To meet this need for local engagement, local governments have been mobilized around the Games through the “Terre de Jeux 2024” label, launched in June 2019 by Paris 2024. This label aims to highlight communities that encourage their residents to participate in sports on a daily basis and engage with the Games, regardless of their size or resources. 

The towns of Castelnau-le-Lez and La Grande-Motte, located in the Hérault department, stand out for their vibrant sports scene. Castelnau-le-Lez, near Montpellier, was awarded the Terre de Jeux label in 2021, recognizing this town of nearly 25,000 residents for its high-quality sports facilities and its commitment to sports and an active lifestyle. As a Terre de Jeux, Castelnau-le-Lez invests in suitable facilities and organizes a variety of sports activities for all residents. For its part, La Grande-Motte, renowned for its seaside resort and recreational facilities, is actively contributing to this momentum. Awarded the “Terre de Jeux” designation in 2019, its modern sports facilities and initiatives to encourage a healthy lifestyle make it a key player in promoting sports and well-being. These two municipalities are helping to create an environment conducive to physical activity, attracting residents and visitors alike, and thereby strengthening their role in preparing for and supporting the Paris 2024 Olympic and Paralympic Games.

Given this context, we wonder how the Olympic Games ensure a positive social impact on the communities of Castelnau-le-Lez and La Grande Motte.

To address this question, we will begin by reviewing the literature on the promotion of sports participation spurred by the Olympic Games. We will then present the methodology used and, finally, analyze the results of our semi-structured interviews to identify the key themes.

From the Social and Sporting Legacy of the Olympic Games to the “Terre de Jeux” Label: A Literature Review

The social and athletic legacy of the Olympic Games

Researchers who have studied the impact of major sporting events, such as the Olympic Games, emphasize the importance of leveraging this media and public attention to promote participation in sports (Veal, Toohey, & Frawley, 2012). However, research on how to achieve the goal of “sport for all” remains inconclusive (Hindson, Giblow, & Peebles, 1994; Veal et al., 2012). Some researchers, such as Veal et al. (2012), encourage the development of targeted initiatives to boost sports participation, such as introductory sports programs (Potwarka et al., 2009; Taks et al., 2014).

According to Smith (2014), these leverage effects represent an approach in which major sporting events become a resource for achieving outcomes that extend beyond the immediate scope of the event. Governments use these events as catalysts for social and economic development, particularly to promote sports (Smith, 2014) and thereby leave a sporting legacy.

As early as 2022, Tony Estanguet, president of the Paris 2024 Organizing Committee, announced that “the goal [is] to leave a legacy in the lives of the French people” (Eurosport, 2022). However, it is difficult to define this concept accurately. Although legacy has been part of the DNA of the Olympic Games since 1956, it was not until 2003 that this concept was introduced into the Olympic Charter. The IOC^[1] defined it as follows: “The Olympic legacy is the result of a vision. It encompasses all the long-term tangible and intangible benefits initiated or accelerated by hosting the Olympic Games and/or sporting events for people, cities, regions, and the Olympic Movement.”

Smith (2014) views leverage as an approach in which the GESI serve as a resource for achieving outcomes that could not be attained by organizing the event alone. The leverage of the Olympic Games could lie in the development of sports, provided that the impact of the legacy is assessed both before and after the sporting event.

For example, the sporting legacy of the 2012 Olympic Games in Great Britain was seen as an opportunity to encourage physical activity and promote youth participation in sports; an initiative supported by the British government, as noted by Houlihan and Zheng (2013) and Smith (2014). This approach involved building sports facilities, providing financial support to sports clubs, and developing school programs to promote sports participation among young people. However, despite these investments and initiatives, studies such as those conducted by Weed et al. (2015) and Brown and Pappous (2018) have revealed that a sustained and significant increase in youth sports participation has not been achieved. Barriers such as costs, limited access to sports facilities, and socioeconomic inequalities have hindered youth participation, despite government efforts (Smith et al., 2016). Thus, although the 2012 Olympic Games generated genuine initial enthusiasm, the sporting legacy for British youth has proven more complex than anticipated, facing persistent challenges.

Public Sports Policies in the Face of Budget Cuts

For several years now, France has been implementing a strategy of reducing budgets allocated to public sports policies, as evidenced by the 17.94% cut in 1994 (Charrier, 1997). Indeed, since the 1990s, sports policies in France have all too often been sidelined and subjected to drastic budget cuts. This trend can be explained in particular by “thefiscal austerity policies pursued by the French government for several years [which] have led to cuts in the budgets allocated to local governments, resulting in a reduction in the budgets allocated to public sports policies” (Honta, 2015, p. 84).

It is against this current backdrop of budget cuts that the Paris 2024 Olympic and Paralympic Games are being hosted. These cuts have significant implications for cities’ public sports policies. Indeed, according to Charrier and Jourdan (2019), this limits their ability to support sports clubs and associations in promoting accessibility and participation in sports for all, as well as in organizing major sporting events.

However, beginning in the 1980s, sports became a major economic issue (Andreff, 2012; Bourg and Gouguet, 1998). Because of its economic benefits, it is used as a showcase for vitality and quality of life, and municipalities thus incorporate sports into their policies to enhance their image. Elected officials are motivated to develop specific sports policies not only for symbolic benefits but also for economic and financial reasons tied to municipal development. They seek to strengthen their position and popularity by improving the services offered to residents. With their annual contribution of eight billion euros, particularly in the management of sports facilities, municipalities thus constitute a pillar of local sports funding. As a result, sports represent the second-largest expenditure item for municipalities, right after education (BPCE L’Observatoire, 2022).

Implementation of new sports policies in preparation for the Olympic Games

“Awards and labels have thus become tools of public management” (Epstein, 2013). Labels have become ubiquitous across various sectors within regions. They can be viewed as tools for building and promoting the brand image of products, companies, or even regions, aimed at addressing the expectations and concerns of consumers who are increasingly sensitive to issues such as environmental sustainability, traceability, and ethics.

Inthe realm of sports, brands also play a significant role in influencing sports practices, sports consumption, and regional dynamics. As Hargreaves has noted, “sports labels can act as a form of social currency, conferring prestige and status on individuals and organizations. They represent a validation of achievement and a symbol of recognition in the world of sports.” (2012, p. 12).

Sports certifications evaluate sports organizations, events, and facilities based on criteria such as quality, safety, accessibility, and ethics. They ensure a high standard of quality and promote values such as excellence, inclusion, fair play, and environmental responsibility. These certifications also influence economic practices in sports by creating a certification market and encouraging organizations to invest in order to stand out. Furthermore, they can shape public policy, encouraging authorities to provide financial support for certified projects and to promote regional attractiveness.

In order to raise public awareness and “support and strengthen the social role of sports”^[2], Paris 2024 has implemented various initiatives such as the “Generation 2024”^[3] ," "Cultural Olympiad"^[4], “30 Minutes of Daily Physical Activity at School”^[5] or the “Terre de Jeux” label, among others.

For the Organizing Committee for the Olympic and Paralympic Games (COJOP), the Terre de Jeux (TDJ) label aims to involve all of France in the celebration of the event. Open to all regions, this label has been awarded to 4,293 cities in France, including 55 in the Hérault department (Terre des Jeux, 2024). It serves as a symbol enabling any municipality, intermunicipal association, department, or region—regardless of its size or resources—to become part of the Games’ journey and to get involved in promoting sports in everyday life. The TDJ label aims to engage local governments across France, as well as stakeholders in the sports community, with the goal of bringing more sports into the daily lives of the French people. Thanks to this label, sports reach beyond Paris and the Games, with a sports movement that extends across all regions.

This initiative reflects a desire to involve the entire country in the Paris 2024 Games, thereby strengthening social cohesion, as Roxana Maracineanu, former Minister Delegate for Sports, emphasized in 2020.

“Sports for all” has been a key objective of public sports policy in France since the 1970s and aims to ensure that all citizens have access to sports. This is particularly evident in the town of Castelnau-le-Lez, which is known for its vibrant sports scene. The municipality promotes a proactive and ambitious sports policy that is attentive to the needs of the sports community. This is how it earned the Terre de Jeux designation in 2019. Following this same momentum, the town of La Grande Motte received its designation in 2021, reinforcing its commitment to promoting sports for all and hosting major sporting events.

An Olympic Training Center (OTC) is a facility dedicated to training athletes for the Olympic Games. It offers specialized sports facilities, medical and rehabilitation services, as well as appropriate accommodations and dining options. Athletes there benefit from the guidance of qualified coaches and personalized training programs. These centers allow athletes to train under optimal conditions with the goal of improving their performance. OTCs may result from the collaboration of several neighboring municipalities, each contributing its resources. This is notably the case with La Grande Motte, which operates the “Baie de Camargue” in partnership with Le Grau-du-Roi, Mauguio-Carnon, and Palavas. A municipality may host one or more CPJs to best meet the specific needs of different sports disciplines. Castelnau-le-Lez, for example, operates a CPJ for three different disciplines: judo, basketball, and volleyball.

Given that host countries often face challenges in achieving lasting social impacts, how are the Paris 2024 Olympic Games—particularly through the Terre de Jeux initiative—seeking to have a significant impact on sports policies in the Hérault department? We will focus on the municipalities of La Grande Motte and Castelnau-Le-Lez.

Methodology

To clearly establish the framework for our research and define the interview guide, we are focusing on studying social impacts in two specific cities. This approach will allow us to gather the opinions of interviewees regarding social impacts in their cities. Adopting a qualitative perspective requires a target audience capable of answering our questions, and “interview-based research thus allows for the qualitative collection of first-hand data” (Samlak, 2020, p. 38).

In terms of geographical selection, we sought to obtain two different perspectives and to cover the subject of this research as comprehensively as possible. The selection of La Grande-Motte and Castelnau-le-Lez as case study cities stems from their urban diversity, which allows for a multifaceted analysis of the impacts of the Paris 2024 Olympic Games within the same department. These two cities offer contrasting urban dynamics: while La Grande-Motte is an internationally renowned seaside resort, Castelnau-le-Lez stands out as a residential town on the outskirts of Montpellier. Despite their distance from Paris, the epicenter of the Olympic Games, their relative proximity to the Games could influence expectations and perceived benefits. The demographic differences between the two cities—with La Grande-Motte facing the challenges of seasonal tourism and Castelnau-le-Lez offering residential stability—also provide insights into social reactions to the Games.

To understand the various perspectives on the social impacts of the Olympic Games in these municipalities, I interviewed public figures, which helped broaden the discussion. I contacted the respondents after searching for typical profiles on LinkedIn using keywords such as “sports director” or through my network of contacts. These interviews were conducted remotely via videoconference due to health restrictions related to COVID-19 and everyone’s schedules. The average duration of 45 minutes per interview allowed the interviewees to answer the various questions posed while discussing them. They also had time to share their perspectives on the impact of the Olympic Games on the local community, social cohesion, and local identity, as well as the improvements and lasting effects on infrastructure and public services.

I analyzed the data using thematic analysis. This type of analysis (Berg, 2003) allowed me to understand the meaning of the dialogues and to derive meaning from them in response to the research questions by exploring the interview transcripts line by line, step by step. I extracted the respondents’ answers to process and categorize them. Coding them then allowed me to present and analyze the results under three themes: the impact on the local community, social cohesion and local identity, as well as improvements and lasting effects.

Social Outcomes of the 2024 Paris Olympics: From Projections to Reality

The Impact of the 2024 Olympic Games on Local Communities: Issues and Challenges

Paris has been officially selected by the IOC to host the 2024 Summer Olympics^[7]on September 13, 2017, during its^131st session in Lima, Peru. They will take place a century after the last Olympic Games held in the French capital in 1924. Bernard is delighted by this event:“It’s recognition of our ability to organize major events— a real opportunity,” and Charles confirms this:“Generally speaking, I’ve viewed it in a positive light; after all, hosting the Olympic Games in France hasn’t happened in a hundred years. So that’s actually pretty good news.” The town of Castelnau-le-Lez, which is very enthusiastic, was one of the first hundred municipalities to apply for the Terre de Jeux (TDJ) label. It was awarded in 2019, with the goal of bringing more sports into residents’ daily lives, revitalizing the town, and raising its profile. In La Grande Motte, which received the label in 2021, François has used this designation to promote sports participation among both the local population and tourists. This commitment to revitalizing local life was also evident in their application to be recognized as a Games Preparation Center (CPJ). Together with the municipalities of Grau du Roi, Mauguio-Carnon, and Palavas, La Grande Motte launched the “Baie de Camargue” project to host international teams training for the sailing events to be held in Marseille. Castelnau is offering its gyms to host delegations for three sports: judo, basketball, and volleyball. With 90 listed facilities, Occitanie has a total of 76 OPCs spread across 44 local authorities. In 2023, the Occitanie region has already hosted nearly 25,000 overnight stays, more than 500,500 athletes, and 142 training camps.“There is the idea of using, so to speak, the Olympic and Paralympic Games to create a sports identity for the region, a sports destination for the Occitanie region. This effort has been underway since September 2022 and is driven by a desire to develop sports training camps, particularly those for international delegations. So, efforts have been made to promote the region’s sports facilities to these delegations seeking training camps or a training location for the Games.” (Alexis).

But the reality on the ground is quite different! In fact, international Olympic and Paralympic delegations prefer to train either in their own countries—especially in the case of neighboring countries—or in the Île-de-France region, where 89% of the events will take place. Remote regions, such as Occitanie, are hosting very few delegations: only one-third of the CPJs will host teams.“The CPJs, I think, were a bit of a red herring—we have to admit that. There is still some disappointment among local authorities because very few of them have Olympic delegations coming to their area” (François). Furthermore, the specifications for submitting the project stated “a minor technical constraint that I won’t address: we’re being asked for an air-conditioned building. Installing a million-euro air-conditioning system just for two days? No. That’s public money, after all. It’s not exactly in line with current environmental standards, shall we say. There you go, that’s it—you see what’s part of the conflicting demands a mayor has to manage: do I put a million on the table and have it used for the Olympics to host a team for a single day in a sports arena, or do we pass it up?” (Bernard).

Hosting the Olympic Games is certainly good news, but it may not come at the right time, as public resources are becoming increasingly scarce: will the TDJ label have a positive social impact on the local population? In any case, as we will see, the funding secured through the TDJ has fostered a certain degree of social cohesion.

Promoting sports and strengthening social cohesion

The social impacts of the Olympic Games are primarily felt at the local level, particularly through greater synergy between sports departments, clubs, schools, and the CROS and CDOS via the TDJ label. The national objectives of this label are to promote sports for all, strengthen social bonds, and engage younger generations. In La Grande Motte and Castelnau, the label is used to encourage participation in sports. This initiative focuses primarily on young people through subsidized rates, particularly for schoolchildren.“As for the social impacts of the Olympic Games, I think schoolchildren have been more affected than the rest of La Grande Motte’s residents. They were able to enjoy the sporting events organized, such as Olympic and Paralympic Week or Olympic and Paralympic Day.” "(François). To maximize effectiveness, La Grande Motte has implemented an innovative system of "sports ambassadors." These ambassadors include famous athletes such as Sylvie Fourdrinier (track and field), Yoann Pérignon (triathlon), and Margaux Billy (sailing). They do more than just talk about their athletic achievements; they also share their daily lives with students, allowing young people to see firsthand the impact of competing at the highest level. This approach has helped forge strong ties between local sports clubs, schools, and municipal sports departments. By working together, they have strengthened the sense of an active and engaged sports community. This fruitful collaboration has not only inspired students to pursue their athletic dreams but has also laid the groundwork for promoting a strong sports culture in La Grande Motte. There, sports are valued as a key element for personal and social development.

Reaching the rest of the population is proving more challenging, but this involves creating new events such as the beach sports festival in La Grande Motte. François points out that several existing events, such as the World Sailing Championships and the French University Tennis Championships, are now branded with the Terre de Jeux logo. In addition, the Olympic villages set up in the summer of 2024 will offer everyone—visitors and residents alike—the opportunity to fully experience the Olympic Games. “And as the grand finale, the highlight, is the organization of the Olympic village. There, it’s simply a matter of broadcasting the Olympics throughout the duration of the Games and creating entertainment in between events. And this is aimed at both the local population and tourists. The idea is to create sporting activities both on the beach and along the waterfront.” (François).

These initiatives clearly demonstrate how sports can serve as a catalyst for strengthening social cohesion and fostering a sense of belonging within the local community. Beyond these efforts to promote sports participation and social cohesion, the physical legacy and social dynamics of the Paris 2024 Olympic Games also deserve special attention.

Between material heritage and social dynamics

Despite the British government’s efforts, studies on the 2012 London Olympics highlighted that barriers such as cost, limited access to sports facilities, and socioeconomic inequalities have hindered a sustainable increase in youth sports participation. In Castelnau, sports clubs have seen either steady or increasing participation over the past several years. The arrival of the Olympic Games in France has enabled a number of improvements to public sports services to be implemented, opening up more opportunities for the public.“We’ve launched a lot, a lot of projects”(Charles). Indeed, the city council has decided to invest approximately 15 million euros over five years to create a physical legacy through the development of sports facilities. Several projects were carried out, notably the work done on the expansions to the Palais des Sports, the gym, the outdoor court—renovated for the volleyball team—facilities for the school complex including the gymnasium, sports equipment, multi-sport courts in the neighborhoods, and fitness trails. “We launched the construction of a gymnasium in 2018; the gymnasium was completed in 2020 and inaugurated in September 2020. Then, in the summer of 2022, we completely renovated the interior of the main hall at the Palais des Sports; we rebuilt the bleachers and repainted them to improve the user experience, and now, this year [2023], we’re working on enhancing comfort. “We’re focusing on thermal and acoustic comfort inside this hall, because we’re currently carrying out major work as part of the building’s energy and thermal renovation.”(Charles).So there have been nearly three phases of work over the past five years: a first phase involving the creation of a gymnasium, a second phase involving the renovation of the main hall and the VIP section. And the third phase to improve the surrounding areas and make them more welcoming with a larger covered parking lot featuring solar panels, more open spaces with easier access for people with reduced mobility, electric vehicle charging stations, and bike racks to facilitate and encourage sustainable transportation. All of this infrastructure has been improved to leave behind not only a physical legacy but also a social one.“The main benefit is having new spaces to create new opportunities for the clubs. And then, of course, what we’d love to have [ this year with the CPJ] are teams—foreign delegations for basketball, volleyball, or judo. And then we can use these visits to benefit schoolchildren as well.” (Bernard).

In La Grande Motte, the sports department is focusing directly on social, local, and tourism impacts, believing that the physical infrastructure is already in place and that there is no real need for additional infrastructure. The city is ready to develop local sports and encourage the entire population—from schools to clubs—to participate in physical activities. To achieve this, there have been three phases: starting in 2021, school-based initiatives featuring collaborative efforts and exciting partnerships with clubs and schools for the Olympic and Paralympic Week (SOP), which took place from April 2 to 6 this year. “It’s not just about discovering the sport and elite athletes on the big day, but it’s also a whole process leading up to and surrounding the Olympic spirit—exploring continents, countries, respect, and the values of the Olympic movement… There’s a whole curriculum around that being taught in the classroom by teachers. For us, our main channel of communication regarding the Olympic Games really revolves around the children.”(François, Director of Sports in La Grande Motte)

Then, starting in 2022, the second phase focused on reaching the working population. This was more complicated because families don’t necessarily come. So they drew on their existing assets, on “the most beautiful thing we have in La Grande Motte: the sea.” So we created the Beach Sports Festival! On the one hand, to engage the local population, and on the other, because we have well-known beach clubs in La Grande Motte, like the volleyball club that plays at the Palais des Sports. ” (François). This event, which has since become an annual tradition, offers various activities such as surfing, beach tennis, beach volleyball, Zumba, and even yoga. It attracts around 3,000 people. And the third phase consists of events designed in connection with the TDJ label or“branded with the label’s colors” to bring the Olympic Games to life.

The initiatives and investments undertaken in Castelnau and La Grande Motte demonstrate the municipalities’ commitment to maximizing the impact of the Paris 2024 Olympic Games, both in tangible and social terms. As these projects reach completion, it is time to take stock by assessing the lasting legacy these efforts will leave for future generations and the social momentum they will have generated.

Paris 2024: Conclusion on a lasting sporting legacy

The Olympic Games offer a unique opportunity to catalyze political efforts in support of sports, youth, social inclusion, and overall health. The “Terre de Jeux” label, introduced by the Paris 2024 organizers, helps bring the Games to life for its partners and the public. In both La Grande Motte and Castelnau-le-Lez, obtaining this label proved to be a significant step, illustrating the municipalities’ commitment to promoting sports and raising the profile of the Games. The organization of the Games has helped reawaken local decision-makers’ awareness of the importance of sports as a vehicle for social transformation and personal development. This awareness has led to the implementation of more ambitious local sports policies, emphasizing sports education and the promotion of adapted physical activities. This evolution stems from close collaboration between political authorities and local stakeholders to maximize the social impact of the Games and create a lasting legacy for the community. It should be noted that these measures demonstrate that the implementation of sports policies aimed at promoting the development of sports participation is a tangible outcome. However, it is important to recognize that the definitive assessment of the Olympic Games’ impact on political engagement and social mobilization around sports, in terms of social legacy, remains to be confirmed. This dynamic, by supporting and encouraging sports participation, aims to shape a future where sports are accessible to all, promoting a healthy lifestyle, strengthening social cohesion, and providing a lasting social legacy for future generations.

The Paris 2024 Olympic and Paralympic Games have spurred political engagement in Castelnau-le-Lez and La Grande Motte. This has helped promote the growth of sports participation and fostered plans to leave a social legacy. To further this investigation, it would be wise to continue exploring the social impacts in other cities in order to gather a broader range of perspectives and deepen the discussion on the social impacts following the Paris 2024 Games.

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^[1] Based on the booklet Strategic Approach to Legacy, created by the IOC in 2017

^[2] Comments posted on the Paris 2024 website: https://generation.paris2024.org/impact-2024

^[3] This label, intended for schools, aims to promote education, sports, and Olympic values among younger generations.

^[4] The Cultural Olympiad is an initiative that offers a diverse program of artistic and cultural events across various fields, running from the closing of the previous Games until the end of the Paralympic Games. It encompasses a wide range of artistic and cultural disciplines, providing an enriching experience that complements the Olympic Games.

^[5] The goal of this project is to encourage physical activity among young people and to promote the development of their motor skills and physical abilities.

^[6] The first names have been changed to protect the individuals’ anonymity.

^[7] International Olympic Committee