20 Jul 2021

How Adidas Helped Monetize the Olympics (Preview Video)

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adidas’ Horst Dassler became a key force behind arranging sponsorships and broadcasting rights for the Olympics and, ultimately, behind the commercialization of sports as we know it today. In this episode of Cold Call, Professor Geoffrey Jones discusses the question of whether sports and money mix in his case, Horst Dassler, adidas, and the commercialization of sports.

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