Billie Jean King has insisted that the International Olympic Committee should take into account a country's stance on gay rights when choosing host cities.
The retired tennis player, 70, who is in Sochi as part of US president Barack Obama's official delegation, believes that referring to such matters when making a decision would cut down on the number of eligible members.
"In the [bid] process it would be helpful. I would like to see it but I also understand it's not that easy," King told BBC Sport.
"If you can, it would cut down the number of [eligible] countries. Sometimes it's good to go to a country where things aren't as good and help change things. I'm sure [the IOC will] be looking at things differently the next time.
"Hopefully [IOC president] Mr [Thomas] Bach and the IOC will think about the next time they give a bid out - I hope that they'll look at discrimination as a big part of it. But no country is perfect. America certainly isn't."
The Winter Olympics concludes later today in Sochi.