https://en.m.wikipedia.org/wiki/Olympic_Games#Amateurism_and...
There was also a prevailing concept of fairness, in which practising or training was considered tantamount to cheating.[176] Those who practised a sport professionally were considered to have an unfair advantage over those who practised it merely as a hobby.[176]
Personally I think it would be better if it was just regular joes doing the Olympics again, but state political interests kept dipping their hand into the pool to try and secure wins for some dubious political points.
Of all the things the state does having national pride in competition does not seem nefarious to me. I also love it when we win the various math/science olympiads. Means our country is still a powerhouse across the board.
Everyone's already heard of America, they don't need the marketing.