The original scheme for the modern Olympic Games was hatched at
an international sports conference at the Sorbonne in June 1894. At
the time, few provisions were made for the financial underwriting
of the project--providence and the beneficence of host cities would
somehow take care of the costs. For much of the first century of
modern Olympic history, this was the case, until the advent of
television and corporate sponsorship transformed that idealism.
Now, linking with the five-ring logo is good business.
Advertising during the Olympic Games guarantees a global audience
unmatched in size by any other sports audience in the world.
However, if the image begins to tarnish and the corporate sector
loses interest, television companies can't sell advertising to
business interests. This was the greatest threat posed by the
scandal surrounding Salt Lake City's bid.
"Selling the Five Rings" outlines the rise of the Olympic
movement from an envisioned instrument of peace and brotherhood, to
a transnational commercial giant of imposing power and influence.
Using primary source documents such as minutes of the IOC General
Sessions, minutes and reports of various IOC sub-committees and
commissions concerned with finance, reports of key marketing
agencies, and the letters and memoranda written to and by the major
figures in Olympic history, the authors track the history of a
fascinating global institution.
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