Sports Management Podcast

Release Date: 02-05-2026 00:30

Welcome to episode 229 of Sports Management Podcast.

Today's guest has been at the center of that work for over a decade. Christian Klaue is Director of Corporate Communications and Public Affairs at the International Olympic Committee.

In this episode, we go behind the scenes of how the Olympic Games are planned, positioned, communicated, and ultimately delivered - from Milano Cortina to LA28 and beyond.

If you've ever wondered how the biggest sporting event on earth actually comes together, this conversation is for you.

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Time stamps:

00:00 Intro
01:31 Life Inside the IOC Right Before the Games
02:45 What Olympic Communications Really Do
04:47 Why Positioning Matters More Than Reacting
05:06 Working on Multiple Olympic Games at Once
06:55 Why Milano Cortina 2026 Is Different
07:52 Legacy Beats New Construction
09:13 Avoiding Olympic "White Elephants"
10:12 Designing the Athlete Experience
11:22 Why the Olympic Torch Changes Everything
13:32 How the Torch Relay Really Works
15:21 The Power of Opening Ceremonies
20:09 Christian Klaue's Career Journey
27:42 Leading Through Olympic Crises
41:51 Advice for a Career in Sports Communication
43:00 Outro

 

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