Original Interview (in german) please klick here!

 

Translation:
>> Munich – Andreas Abold means to sports business what Franz Beckenbauer means to the World Football: An international key player.
From the Ice Hockey World Championships in 1993, the 2006 FIFA World Cup, the Olympic Bid of Baku to the Australian bid to host the 2018/2022 FIFA World Cup – the Munich based Agency abold is involved almost everywhere. But does not always belong to the winners. An example given: The Munich bid to host the Winter Olympics 2018. What worked well for the Russian Sochi in 2014, did not work for the Bavarians. No Munich Winter Games. Wrong Marketing? Wrong assumptions? The exclusive interview about the backgrounds of a defeat.

 

? What can Munich learn from Sochi, Mr Abold?
Andreas Abold: First of all, Munich can learn from Sochi the fact that a bid needs to be led consequently with a clear management structure and a clear focus.

? In plain language…?
Abold: The Munich bid had four changes of management. That caused problems.

? And the internationally operating abold cooperation could not do anything about that?
Abold: An Olympic Bid must be led hierarchically with military precision such as in the Formula 1. One person defines the direction. It was difficult for each leader of the Bid to assess the impact and effort the bid process was going to have.

? What did not work during the Munich 2018 Bid?
Abold: Munich has been at the same level as Pyeongchang in many aspects. The IOC has confirmed this to us. A crucial difference was that the Koreans, as well as Sochi before by the way, was able to act more freely in the categories "politics and economy".

? What do you mean by this?
Abold: International lobbying, spread among several people. For this, doors of Korean prisons were open to activate high-level functionaries again. Politics and economy fought tirelessly – and very effectively.


 ? Corruption?
Abold: I repeat: For Pyeongchang as well as for Sochi the whole team – politicians, economics and the bid organisations – were pulling together, having one large goal. To think you can win Olympic Games with a few Samsung TV Screens or caviar is very naive.

? Russia had to bid twice and the Koreans three times. Munich has lost only once so far.
Abold: Many people forget: Germany has already lost four times. Berchtesgaden, Berlin, Leipzig and now Munich. We haven’t had any Olympic Winter Games for 80 years now. But German brands are financing more than 50% of the winter sports "circus" via sponsoring and TV budgets.

? Do you recommend Munich and Garmisch to bid for a second time?
Abold: Yes. The atmosphere in Germany is still pro Olympic. By the way also in regards of the sponsors Lufthansa, BMW and the Munich big players like the Munich Fair and the Munich airport. But they also ask for a strict vision with correspondingly leadership qualities. We have a good example right here in Munich. Sticking to the philosophy of the FC Bayern Munich, we will not lose again. <<