FIRST AIRED: February 18, 2018

Nice work! Enjoy the show!


You’re busy. We get it.

Stay on top of the news with our Editor’s Picks newsletter.

US Edition
Intl. Edition
Unsubscribe at any time. One click, it’s gone.

Thanks for signing up!



>> A Russian doping scandal, corruption allegations, and a lack of big cities volunteering to host. If the International Olympic Committee was a publicly traded company, its stock would be struggling to stay afloat. But, surprisingly, the organization is making more money than ever before. And that's all thanks to a big boost from Asia.
Reuters' Liana Baker explains.>> Because the next two games are in Asia and this is the first of three here in Pyeongchang, it's attracted a lot of Asian sponsorship money. So Alibaba signed on as a new top sponsor, just last year. Joining the ranks of Samsung and Bridgestone, also recent sponsor based in Japan.
So almost a good chunk of maybe half of the sponsors of the Olympics are now based in Asia, and that's really paid off for the IOC.>> The IOC's broadcast revenue hit a record $2.9 billion in Rio and is set to climb even further in Tokyo 2020 Its sponsorship program recently topped $1 billion for the first time as well, despite several scandals over the past few years.
And though there's been a drop in interest among Western cities, Asian cities have been stepping up to fill that gap. Now the future of the Olympics might be in the East.>> It's really important that the Olympics keeps a young audience and keeps growing, because ratings in the US, for example, haven't been so great in the past two years.
So finding the younger audience in Asia will be really important. And we could also see more of a voice of these Asian countries that maybe historically weren't part of the Olympic community. The IOC was founded in Europe, based is Switzerland. So it's more of a Eurocentric organization. So that change could be good but change always makes people uncomfortable.
>> But sources tell Reuters the IOC might have to be careful. Aligning itself to governments like China might mean adjustments to its governance, in the future.