Logos on Everest: Commercial Sponsorship of American Expeditions, 1950–2000

Abstract

In the 1950s, outdoor retailer Eddie Bauer donated down jackets to American mountaineers embarking on climbing expeditions in the Himalayas. In the 1990s, chemical manufacturer W. L. Gore & Associates donated both goods and $2 million to an expedition in Antarctica. The funds dedicated to sponsorship by the end of the twentieth century reflect a shift in how companies saw expeditions as useful to their marketing goals. This article uses two archives previously unexplored by historians that offer an unprecedented chance to compare sponsorship relationships in a single industry across decades. Commercial sponsorship of American expeditions and athletes has undergone three dramatic changes since 1950, and these shifts help explain how sponsorship as a form of marketing became so popular. Sponsorship contracts shifted from vague to specific as a result of decades of unsatisfying results for corporate sponsors. Sponsored athletes became business partners and began taking an active role in promoting the companies that provided them cash or donations in-kind. Finally, companies developed strategies for leveraging their sponsorship deals. The changing landscape of the business of expeditions ultimately reveals how the most long-lasting legacies of these extreme adventures happened far from the trail and much closer to company boardrooms, sponsorship managers’ offices and retail stores where consumers learned to engage with the narratives companies and athletes had crafted together.