IBA President Umar Kremlev calls for urgent Olympic reform, demands greater financial recognition for Athletes

International Boxing Association (IBA) President Umar Kremlev has renewed calls for sweeping reforms within the Olympic movement, warning that the current model risks long-term decline if the International Olympic Committee (IOC) fails to place athletes at the centre of the system not only in words but also in financial reality.

Kremlev’s remarks come in response to recent comments by newly elected IOC President Kirsty Coventry, who stated in an interview with New Zealand’s SportNation that she does not support paying athletes prize money at the Olympic Games.

“I don’t believe in paying athletes. I come from a small country, I came from a sport that doesn’t necessarily pay athletes very well, and I still don’t think we should be paying athletes at the Olympic Games,” Coventry said.

She later clarified that her comments were specifically directed at Olympic prize money, arguing that the IOC’s role should focus on supporting a broad base of athletes throughout their development journey rather than rewarding only a handful of medal winners.

However, for Kremlev and the IBA leadership, the clarification highlights a deeper issue within the Olympic system.

“The IOC keeps saying the Olympic movement is built around athletes, but when it comes to sharing value, the athletes are always last in line or not in line at all,” Kremlev said.

“They create the spectacle, carry the pressure and generate the audience and commercial interest, yet they are still expected to accept symbolic gratitude, flowers and medals, instead of a fair share of the revenues their performances produce.”

According to Kremlev, athletes remain the driving force behind the Olympic Games’ global appeal, television audiences, sponsorship deals, and commercial success.

Yet despite generating billions of dollars in value, many Olympians leave the Games without direct financial compensation from the organization that profits most from their performances.

He argues that while the IOC frequently points to Olympic Solidarity programmes as evidence of support for athletes, such initiatives do not adequately address the fundamental issue of revenue distribution.

“Olympic Solidarity is presented as proof that the system works, but in reality it allows the IOC to avoid the basic question,” Kremlev noted.

“If the Games earn billions because of athletes, why is there still no clear mechanism for those athletes to receive direct compensation from the body that profits most from their success?”

The IBA President further argued that the traditional concept of amateurism no longer aligns with the realities faced by modern athletes.

“Purely amateur sport, the way Olympic disciplines were once imagined, simply cannot exist in today’s reality,” he said.

“The training load, medical standards and commercial pressure are already fully professional. The only thing that remains ‘amateur’ is the way athletes are treated financially.”

Kremlev believes athletes should be able to earn a living from their dedication and sacrifice.

“At the end of the day, athletes should be able to provide for their families. That is why the IBA places so much emphasis on prize money,” he added.

Kremlev also questioned why National Olympic Committees (NOCs) and governments continue to shoulder most of the financial responsibility for athlete development while the IOC benefits from the commercial success generated by those athletes.

He noted that national systems invest heavily in identifying talent, coaching, training, travel, accommodation, medical support and long-term preparation.

“NOCs and governments have already done the hardest and most expensive part. They raised the champions,” Kremlev said.

“The IOC then monetises those champions every four years and tells the world that someone else should pay them. That is not solidarity. That is a business model built on shifting responsibility downward while keeping prestige and revenue at the top.”

Kremlev’s comments come at a time when the Olympic movement faces increasing commercial challenges.

Following the Paris 2024 Olympic Games, technology giant Intel exited the IOC’s TOP sponsorship programme after its agreement expired. The company joined a growing list of former global partners that includes Atos, Bridgestone, Panasonic and Toyota.

According to Kremlev, these developments demonstrate that no sporting organization can rely solely on legacy and tradition in an era where sponsors, athletes and fans increasingly demand transparency, accountability and modern governance.

The IBA has attempted to position itself as a model for athlete-centred governance by introducing prize money for its competitions in 2021.

The organization has since expanded its financial reward system to include Olympic boxing medallists and quarter-finalists beginning with the Paris 2024 Games.

Kremlev believes direct financial recognition strengthens elite sport rather than diminishing its values.

“Prize money is a concrete, measurable and logical step toward aligning incentives,” he explained.

“Athletes who deliver the product that powers the Olympics receive fair compensation; sponsors and broadcasters obtain predictable, high-quality competition; and International Federations operate within a framework that rewards transparency.”

He emphasized that all revenues generated by the IBA are reinvested directly into athletes, coaches and national federations.

“The IBA will continue to act as a financial shield for our boxers. Everything the IBA earns is reinvested directly back into our athletes, coaches and National Federations,” he said.

Looking ahead, Kremlev argues that the future success of the Olympic movement depends on embracing a more modern and equitable model that combines athlete development programmes with transparent revenue sharing, stronger athlete representation and direct performance-based compensation.

Without such reforms, he warns, the Olympic movement could gradually lose relevance and trust among athletes, sponsors and supporters.

“A modern Olympic model must combine development support, transparent revenue distribution, stronger athlete representation and direct compensation linked to performance,” Kremlev said.

“Without these reforms, the IOC risks losing audience, income and trust, not suddenly, but steadily, until the prestige of the Olympic movement is no longer enough to hold the sports world together.”