The 1984 Olympics, and the Invention of Sports Sponsorship



Minor hand surgery this week makes it tough to type.  So thanks Grantland for bailing me out with today’s Olympic blog post.  Hard to imagine there was ever a time when corporations didn’t vie to be “the official whatever of insert big event here”.  But only 30 years ago it seemed like a long shot.  Good read for anyone interested in sports, marketing, LA or any combination of the above.

My connection to the LA games?  My cousin, Joel Rubinstein was Peter Ueberroth’s right-hand marketing wizard, and ended up following him to Major League Baseball.  I’ll never forget being a teenager on the field at Oriole games when he was in Baltimore, and my annual shipment of the Red book and Green book well before all the same information was available to anyone with a computer.

(Speaking of Olympics, has Shawn White not heard the story of Samson?  Never cut your hair before a big event.  Never.)

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