A new study by Stephen Wenn (Wilfred Laurier University) and Robert K. Barney offers an in-depth examination of the strenghtening of the IOC's commercial orientation. Utilizing access to previously undisclosed IOC documents, along with interviews with many high-ranking Olympic officials, the authors not only shed light on IOC presidents such as Brundage, Killanin, Samaranch, and Rogge, but also on the actions of a diverse and colourful supporting cast.
Once a showcase for amateurism, the Olympic Games have become a global entertainment spectacle powered by corporate sponsorships and professional participation. Wenn and Barney offer the inside story of this transformation by examining the far-sighted leadership and decision-making acumen of four International IOC presidents: Avery Brundage, Lord Killanin, Juan Antonio Samaranch, and Jacques Rogge. Blending biography with historical storytelling, the authors explore the evolution of Olympic commercialism from Brundage's uneasy acceptance of television rights fees through the revenue generation strategies that followed the Salt Lake City bid scandal to the present day.
Stepehn R. Wenn & Robert K. Barney. The Gold in the Rings. The People and Events That Transformed the Olympic Games. University of Illinois Press. 384 pages.
Hardcover: 978-0-25204268-3 / Paper: 978-0-252-08452-2 / eBook: 978-0-252-05153-1.
