A new Samaranch with eyes set on the IOC Presidency

First it was the father, and now the son follows in his footsteps. The name Samaranch may once again reach the highest position in the International Olympic Committee (IOC) as Juan Antonio Samaranch Salisachs is one of seven candidates vying to succeed Thomas Bach as president of the organisation.

The outcome will be determined at the assembly to be held in Greece from 18 to 21 March 2025. This leadership change comes after Bach announced at the Paris Games that he would not be seeking re-election, having reached the age of 70, at which IOC leaders are expected to step down.

Samaranch Salisachs faces high-profile competitors such as Sebastian Coe, president of World Athletics; Kirsty Coventry, former swimmer, multiple Olympic medallist from Zimbabwe, and her country's sports minister; David Lappartient, president of the International Cycling Union (UCI); Prince Faisal Al Hussein, member of the Jordanian royal family and chair of the IOC's Women and Sport Commission; Johan Eliasch, president of the International Ski Federation; and Morinari Watanabe, president of the International Gymnastics Federation.

The Spanish candidate will need to convince a majority of the 111 IOC members who will cast their votes to elect the new president, at a time when the Olympic Movement is under intense pressure related to financial sustainability and global relevance. His experience as IOC Vice President, a role he has held since 2016, and his involvement in organising the Tokyo 2020 Olympics make him a strong candidate with solid credentials to take on this leadership.

In an interview with Inside The Games, Samaranch shared that his main motivation for running lies in the importance of unity. "I have been a part of the Olympic movement for my entire life and realise just how important it is in today's divided world. Olympic values are among a small number of things in life which celebrate and unite us rather than divide us. I believe I have gathered the understanding, the vision and the necessary managerial and business expertise to lead the IOC into a new era which I hope will maintain and grow those values and the Movement’s global relevance."

A financial foundation

Nearing his 65th birthday this November, Samaranch was born in Barcelona and raised in a family deeply entrenched in high-level sports politics, with his father, Juan Antonio Samaranch Torelló, having served as IOC president from 1980 to 2001. As a child, he began attending regional sporting events with his father on weekends, possibly sparking his lifelong interest in the Olympic movement.

This longstanding influence has shaped him into a prominent figure in world sport, with over two decades of involvement. His educational background is rooted in a pursuit of academic excellence. After earning a degree in Industrial Engineering from the Polytechnic University of Catalonia, he completed an MBA at New York University, a step that launched his career in finance and business.

He started out in 1986 as an associate at the US investment bank The First Boston Corporation in New York, where he worked for three years. From this experience, he went on to become Vice President of Corporate Finance at the British bank S.G. Warburg & Co., and in 1991, he founded GBS Finance S.A., an independent investment bank based in Madrid with offices across three continents, which he currently chairs.

In addition to this, his CV lists an extensive career with numerous companies and institutions in the financial sector, including senior roles at the International Bank of Cuba and Banesto Bank in Spain. This career has equipped Samaranch with significant skills in organisational and financial management, essential for his ambitions within the IOC.

"To run a highly complex organisation like the IOC, the next president will need proven experience, deep perspective and sound judgement. And they must be prepared to work in a collaborative way to deliver their vision for the Movement. Having years of experience in finance and business will be a key strength. I'm not an Olympic athlete but I understand the movement, its opportunities and challenges ahead," he commented.

An Olympic journey of responsibility

Samaranch’s Olympic journey began in 1989 when he joined the Spanish Olympic Committee (COE), but the pivotal moment that defined his success came in 2001 when he was elected as an IOC member, the same session in which his father retired. His record of positions held within the IOC is extensive.

Vice President for eight years and a member of the Executive Board for ten, he has served the Olympic Movement in various roles over the past 23 years, including Chair of the Coordination Commission for the Beijing 2022 Winter Olympics and Paralympics, a member of the Coordination Commissions for the 2006 Turin and 2014 Sochi Winter Games, a member of the Digital Engagement and Marketing Commissions, Chair of the Board of Directors of Olympic Channel Services S.L., and a Board member of IOC Television.

He was also a key member of the Executive Board during major decisions, such as adapting the Tokyo Olympics amid the COVID-19 pandemic, and was one of three IOC members tasked with ultimately approving the participation of Russian athletes endorsed by their international federations.

After eight years alongside Bach as Vice President, Samaranch has gained insight into what he would retain from Bach's leadership and what he would change if he were to succeed him. "Thomas Bach has been a highly successful president and leaves an incredible legacy; his Agenda 2020 Plus 5 reforms have taken us to a new generation, all despite living through tremendously difficult times like Covid, through a world that has become more and more polarised and divided. However, there is more change to be made to bring the Olympics into a new era. This includes empowering the membership and revamping the IOC’s business model."

Outside the IOC, Samaranch has remained active in international sport, serving since 1996 as Vice President of the International Modern Pentathlon Union (UIPM), a sport he has ardently supported. Additionally, as a COE member, he has been involved in promoting and developing Olympic sports in Spain.

An unavoidable family legacy

The name Samaranch carries significant historical weight in the Olympic world. His father is considered one of the most influential IOC presidents. Under his leadership, the Olympics transformed from financial hardship in the 1980s into a multibillion-dollar global spectacle. Barcelona 1992, his crowning achievement, not only transformed the city but also redefined standards for future Olympic Games.

Barcelona's Olympics are seen as a turning point in Olympic history, the first modern example of how the Games could revitalise an entire city, making Barcelona a model of urban and economic transformation. These Games cemented the Olympic format as a major televised event, capable of generating colossal revenues from broadcasting rights and sponsorships.

However, Samaranch Jr. has made it clear that his goal is not merely to continue his father’s legacy but to bring his own vision. "I have always had enormous respect for my father’s work, but my approach is different. The challenges facing the Olympic movement today are unique, and we must be prepared to adapt," he has stated in various interviews. Samaranch is a strong advocate for sustainability in the Olympics, supporting initiatives aimed at economic efficiency and reducing environmental impact.

When asked if he aims to be as revolutionary as his father, he is clear: "My entire programme is built on the importance of being forward-thinking while honouring our past, and drawing from extensive experience in both sport and business, both within and beyond the Olympic Movement."

Challenges in the race for IOC Presidency

Regarding his programme, Samaranch has emphasised technological innovation and modernising the Olympic movement. "We must use technology not only to enhance the Olympic Games experience but also to ensure they remain a relevant platform for new generations," he has said repeatedly.

Outlining the key elements of his programme, he clarifies, "My whole programme is based on four key principles: experience, perspective, judgement, and collaboration. Experience provides the foundation for understanding, perspective frames the opportunities and risks in proper context, and judgement provides the wisdom, ethics, and critical thinking necessary for good decisions. And the basis for all of this is collaboration within our membership and beyond. Our members have a vast bank of knowledge and expertise and as President, I would look to ensure they have a greater say and influence over the future direction of the IOC and the Movement."

If elected IOC president, Juan Antonio Samaranch Salisachs would become the second Spaniard to hold this position, marking the return of the Samaranch name to the pinnacle of the Olympic movement. His vision for sustainability, efficiency, and modernisation, alongside his extensive experience in international sports administration, positions him as one of the strongest candidates.