The objective of this thesis is to illuminate and analyse how the values of Olympism are coherent with Rule 50.2 of the Olympic Charter.In order to carry out this assignment the Case Study is chosen as research design. The data are collected by a semi-systematic literature review, using secondary data and IOC policy documents. In the first part of the analysis the content of the continuously evolving narrative of Olympism is analysed using a thematic narrative analysis. The second part of the analysis aims at highlighting the role of Rule 50.2 in regard to the values of Olympism and builds upon the results of the previous analysis. Furthermore, it looks at the athletes’ position in this institutional structure, drawing upon the theoretical framework using the concept of power by Foucault (1980) and Giddens (1984). It is conducted using aspects of CDA which aids to point out the power relations defined by the Olympic Charter and expressed by Rule 50.2.1The narrative analysis concludes that the notion of Olympism is not a neutral term but subject to change according to geographic location, historic, socio-cultural and political background. The values of Olympism are currently in a contended state. They are being adopted in an increasing commercial context and discourse which is taking place around the Olympic Games. Multinational Corporations and external interests are gaining influence on the Olympic Movement, yet athletes are frequently denied the access to implement power.Rule 50.2 of the Olympic Charter, which prohibits athletes from demonstrating can be seen as a prime example of the ambiguities of the Olympic Movement. Which in the Olympic Charter claims the goal to improve human rights, and an apolitical character, but simultaneously denies its athletes the right of freedom of expression. Rule 50.2 and acting accordingly can be seen in relation to Foucault's (1980) “mechanics of power”, which makes visible how the dominant discourse of commercialisation is influencing the behavior of society and institutions. For athletes to gain more impact and power on the macro level, it is crucial to educate themselves and adopt a critical self-consciousness by applying Giddens (1984) notion of reflexive monitoring.

This thesis deals with the historical development of the concept of the sport at the Olympics. Compares the pros and cons of the professionalization of the sport at the Olympics and analyzes the reasons, why the rules changed. It describes a long way in the development of Olympic sport and focuses on the historical events leading up to the actual professionalization of the sport at the Olympics. Furthermore, the work deals with attitudes that held the leadership of the International and Czech Olympic Committee in relation to professionalization of sport. The last point of my thesis is to think about the consequences of the professionalization of the sport at the Olympics and its commercialization. KEYWORDS Professionalism, amateurism, Olympic Games, the Olympic Charter, P. Coubertin, J. A. Samaranch, Avery Brundage