Juan Antonio Samaranch’s address to EU Sports Ministers and Leaders in Budapest. X

Juan Antonio Samaranch, Vice-President of the International Olympic Committee (IOC), has called on the leaders of the European Union to significantly increase their investment in sport, stressing its crucial role in improving public health and reducing healthcare costs.

Spain's Juan Antonio Samaranch is one of seven candidates standing for election as President of the International Olympic Committee (IOC) in March 2025. Speaking at the International Conference of Sports Leaders, held under Hungary's EU 2024 Presidency, Samaranch made a compelling case for sport funding to be seen as an investment in public health rather than a leisure expense.

In his speech, Samaranch outlined the serious health challenges facing Europe today, including sedentary lifestyles, poor nutrition, rising levels of chronic disease and increasing social isolation. “We are living in an era where inactivity and poor health choices are spiraling out of control, and it’s directly impacting the sustainability of our healthcare systems,” he stated. “Monies dedicated to sport should not be viewed as an expense by national governments; they should be seen as an investment in the health and well-being of our fellow citizens.”

He highlighted the increasing pressure on Europe's healthcare systems as populations age rapidly and birth rates fall, leading to an imbalance between the working population and those in need of care. "This is not sustainable," said Samaranch. "The way we are living is detrimental not only to our personal health but to the economic health of our nations."

The International Conference of Sport Leaders in Budapest. X
The International Conference of Sport Leaders in Budapest. X

Samaranch pointed to sport and physical activity as the simplest and most cost-effective solutions for improving people's overall health. Citing figures showing that sport accounts for just 3% of Europe's €2 trillion health budget, he argued that increasing this investment could lead to significant cost savings. “If every European met the World Health Organization's (WHO) minimum standard of 150 minutes of physical activity per week, we could save between 7-10% of healthcare costs, which translates to €140-200 billion annually,” Samaranch explained.

The benefits, he said, go far beyond financial savings. "It's not just about money - it's about healthier, happier and more productive citizens. Sport literally saves lives," he said, emphasising the wider social benefits of investing in physical activity.

Samaranch urged European governments to change the way they view the funding of sport and to see it as an essential component of preventive health care.. “Prevention is much more cost-efficient than treatment. Investing in sport and physical exercise reduces illness and healthcare costs – as a banker, that’s what I call an investment that pays dividends in human lives,” he said.

In his remarks, Samaranch also reflected on the wider social power of sport, noting its unique ability to unite people at a time of global division. "Sport, uniquely among all human efforts, has the power to improve our world. But we cannot take this for granted," he said. He underlined how the Olympic values of excellence, respect and friendship are essential to building stronger bonds within societies. “The world is reeling under an avalanche of political, commercial, and cultural tribalism. Now, more than ever, we need mutual respect and the unifying force of sport to overcome these divisions,” he concluded.