Selling the Five Rings: The International Olympic Committee and the Rise of Olympic Commercialism

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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 ...

Selling the Five Rings: The International Olympic Committee and the Rise of Olympic Commercialism 2002, University of Utah Press

ISBN-13: 9780874807134

Hardcover

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