Banned from the Olympics

The press helped garner advertiser interest early on from the likes of Kodak and Coca-Cola. Before long, advertisers would surpass wealthy patrons as the main source of support for the games, and the IOC, a nonprofit organisation, no longer had to worry about finding funds to stage the Games every four years.

TV has been the biggest boon for the games, though it took some time to catch on. In 1948, the Games' organisers reached a landmark agreement with the British Broadcasting Corp. The BBC agreed to pay the equivalent of US$3,000 to televise the 1948 Olympics, establishing the concept of rights fees. (To avoid inflicting financial hardship on the BBC, the British Olympic committee never cashed the cheque.) The 1956 Winter Games in Cortina D'Ampezzo, Italy, carried the first live TV feed. But IOC traditionalists, expressing the same type of resistance to change that has re-emerged today, were unimpressed. Former IOC President Avery Brundage commented at the time: "We in IOC have done well without TV for 60 years and will do so certainly for the next 60 years, too."

Brundage couldn't have been more wrong. Beginning with the 1960 Games in Rome, TV has fundamentally changed the way the Olympics are viewed. And TV-rights fees are now the single biggest source of revenue for the IOC. But it wasn't until the '80s that the organisers figured out how to turn a profit on the Games. The 1984 Olympics in Los Angeles kicked off the era of hyper-commercialisation - and big profits. In subsequent years, a worldwide sponsorship program was developed, and the IOC's coffers began to overflow with corporate dollars. Suddenly, the "Olympic Movement," a term coined in 1894 to describe the need for promoting the unifying nature of a global sports, became synonymous with the big business of staging the most commercialised event in the world. The Sydney Games are predicted to generate $8.58 billion for the host city and the surrounding economy of the New South Wales region of Australia alone.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Bernhard Warner

PC World
Show Comments

Cool Tech

Breitling Superocean Heritage Chronographe 44

Learn more >

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?