Modern Pentathlon at the London 2012 Olympics: Between Traditional Heritage and Modern Changes for Survival

In London, in 2012, the modern pentathlon (fencing, swimming, horse riding, shooting and running) celebrated its centenary. In its 100 years of Olympic history several rule changes have taken place. Directly after its Olympic debut in Stockholm in 1912, the International Olympic Committee headed by Pierre de Coubertin evaluated the event and criticised the shortcomings between the supposed idea behind the sport and its implementation. After Coubertin's death, the sport continued to develop; recently running and shooting have been joined in a so called combined event. In all cases, the presidents of the Union Internationale de Pentathlon Moderne (UIPM) argued the associated rule changes by referring to the original idea of the modern pentathlon. The sport's insecure future after the Games in Rio in 2016 provides sufficient reason to investigate the discrepancy between the marketing strategy of the UIPM and the ideological origins of the modern pentathlon. It finally allows an analysis of select historical rule changes that fitted the original idea behind the events and those that served purely modern strategies of survival. Thus, the topic also stands as an example of the policies of a contemporary international sports federation that uses (select parts of its) history and (invented) traditions as strong and successful marketing tools.