Report The IOC has a PR problem, they have no solution in General Olympics Discussion Posted January 18 IOC has a lot more than a PR problem, they have no grip on reality. I'm in agreement with you on the need for a leadership change at the IOC, probably a ton of the current members need to go as well if the organization is to hope for long-term survival. But the issues go way beyond development of a grassroots PR program. The fundamental problem is that the Olympics are simply not in sync with the new realities of the 21st century. Put bluntly, fewer and fewer people in the developed world even give a d@mn about the Olympics. It's simply irrelevant to the majority of taxpayers, who correctly wish to prioritize funding of needs more critical to their quality of life vs a big sports festival that requires specialty infrastructure and ruinous security costs. Outside of the autocrat-led countries, most of the population doesn't need the Olympics to fuel national pride or self-esteem. In short, I think the Olympics will slide further into irrelevancy unless the IOC can get a handle on costs, or (as you point out) they are willing to have Russia and China keep trading off every 4 years. And IMO, the only way to get a real handle on costs, is to scale the whole thing down and particularly the Summer Games. They have become too big, too bloated. Get rid of entire sports and trim down some of the rest. Cut the number of athletes down by one-third--from the 11,000+ (Tokyo 2020) to about 7,500.