Towards a multi-polar Olympic world (1968-1988)
In the 1970s and 1980s, image strategies and the events surrounding the Olympic Games bore witness to the political and economic emancipation of new nations, as well as the multiplication of international tensions. In 1972, the Munich Games, supposed to represent a new Germany on the path to reconciliation between East and West, were marred by a terrorist attack carried out as part of the Israeli-Palestinian conflict. The Games had never taken such a tragic turn. Four years later, in Montreal, the Olympic Games were the subject of the first massive boycott in Olympic history. To oppose the presence of New Zealand, which had hosted the South Africa apartheid rugby team, almost all of the African countries refused to attend. The powerful media echo chamber of the Games was able to draw the attention of an international audience to the struggle against the racist South African system. The Moscow Olympic Games in 1980 went on to be boycotted by the United States and their allies in protest against the invasion of Afghanistan by the USSR in 1979. Four years later, the USSR and their allies refused to travel to Los Angeles. Against a backdrop of North-South tensions in Korea, the Seoul Games in 1988 paradoxically presaged the end of the Cold War, and heralded an era of global commercialisation of the Olympic Games.