The president of the International Olympic Committee has urged sports officials to be beyond reproach in the wake of bribery allegations that tainted recent battles to host the World Cup.
At the same time the IOC President Jacques Rogge hopes the new US television rights deal for the 2014-2016 Olympics will exceed the $US2.2 billion paid for the previous two Games packages.
Rogge says sports officials have a responsibility to be role models, responding to a backlash against world football governing body FIFA after claims of corruption in the run-up to the naming of the 2018 and 2022 World Cup host countries.
He says it's not because two or three misconduct themselves that the rest are tainted.
Rogge's remarks about the IOC's biggest single revenue deal are the first time the IOC has mentioned a possible increase following a slump in the US advertising market over the past two years.
Russia's Sochi will host the 2014 Winter Olympics while Rio de Janeiro will stage the 2016 Summer Games.