Abstract
The Los Angeles Olympics 1984 showed a culmination in the interrelationship of sport and economy. The "commodity" sport was marketed and exploited. American enterprises spent almost US $900 million on sponsoring and television advertising. The private organizers made a surplus of $162 million. The American Broadcasting Company (ABC) received about $650 million from advertising. The economic instrumentalization of sport leads to a new identity and interdependence of athletes, reporters, promoters, sponsors and the media. Major sporting events can no longer be staged without financial support from television and inevitably become part of the advertising for the "McDonald's mass culture"
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
