Peter Uberoth’s Role in the Promotion and Funding of the 1984 Los Angeles Olympics

Peter Uberoth’s Role in the Promotion and Funding of the 1984 Los Angeles Olympics

In attempting to answer the question, I will cover the following

points: firstly defining the key terms, I will then give a brief

historical overview of the issue of how the Olympic games were funded

before 1984 Los Angeles Olympics. Using examples from the Olympic

games I will identify the reasons for his effect upon future Olympics

and influence of his different approach in future Olympics. To

conclude I will review where I think the issue of funding will go in

future Olympics.

The key terms that link into the topic is promotion of the Olympics

and commercialization of the Olympics. Although these may seem the

same but aren’t, they both link into together and work together but

they both have different effects. The promotion of the Olympics is

making people aware of the games and also a big factor is getting

companies to notice. This then leads on to the commercialization of

the Olympics this is where all the money comes into the sport from

sponsorships from big named companies.

The Olympics have not always been commercialized. In 1986 when the

Olympic games began the amateur status that was in place mend athletes

took part for the love of the sport not any money? This pattern

carried on into the 20th century, where England had many newly formed

governing bodies interpreting amateurism in an exclusive manner to

restrict participation. As sport spread through different cultures and

societies the attitudes began to change towards sport and money.

Commercial interest has been around right from the begging of the

modern games, for example in the 1908 London Olympics they attracted

crowds of over 100,000 spectators, The Olympic marathon had Oxo as its

‘Official Caterers’ providing Oxo to the runners and using the race as

part its newspaper advertisement. Commercial pressures also increased

in other sports such as Henry Ford who paid $100,000 for exclusive

rights sponsored the World Series in baseball.

Then in 1976 at the Montreal Olympics came the biggest mess the