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Uber at the Games in Los Angeles – the idea of the Olympics sold!
When the Olympic and Paralympic Games begin in Los Angeles in 2028, Uber will be the official mobility partner. The US company announced the cooperation on Tuesday and emphasized the shared goal of connecting people in the accompanying statement. The talk is of fairness, diversity, and shared mobility.
However, not everyone wants to join in the applause.
The partnership is met with sharp criticism, especially in the taxi industry. Michael Oppermann, Managing Director of the Federal Association of Taxi and Rental Cars, does not hold back with clear words:
"Those responsible for the games should Google the Olympic values again and question whether they have found the right partner."
Beautiful Illusion, Harsh Reality
Indeed, Uber has rightly been criticized worldwide for years – due to poor working conditions, insufficient regulation, and unfair competition against traditional taxi companies. In Germany, for example, the company has repeatedly been legally reprimanded for not complying with statutory requirements in passenger transport law.
“It's no longer a secret: there is a dark side to Uber,” says Oppermann.
There is little sense of solidarity and respect, two of the central Olympic principles, at Uber. Instead, social dumping is commonplace, with many drivers working under precarious conditions.
“The reference to a ‘human interaction’ seems like sheer cynicism,” Oppermann continues.
Olympics as a Stage for Marketing
It's not surprising that Uber secures the stage of the Olympic Games. The company has been investing in large-scale advertising and sponsorship campaigns for years. Image cultivation seems to have long been part of the core business. However, the company's course is not always clear. Oppermann points to the political balancing act of Uber CEO Dara Khosrowshahi:
“On the one hand, millions for Republican candidates, on the other hand, public engagement for diversity. When this company talks about values, it means dollars – and nothing else.”
Criticism with Symbolic Power
The outrage of the taxi industry may seem self-serving at first glance. Yet it hits a sensitive nerve: The Olympic movement has been promoting lofty goals for decades – respect, fairness, equality. The statement from Uber CEO Khosrowshahi sounds like mockery:
“The drivers, couriers, and providers who will be there for visitors and locals are the backbone that makes this partnership possible. The Olympic and Paralympic Games are a true celebration of human togetherness, and we are incredibly proud to be the trusted partner of LA28."
The impression arises that now, of all companies, one with a dubious reputation is supposed to embody values like fairness and respect, which raises clear questions. To the organizers in Los Angeles – and to the IOC. Because not every partnership fits the idea of the Olympics...
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