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Blending Athletics and Revenue: Adidas and the Commercialization of the Olympics | Cold Call
Mixing Sports and Money: Adidas and the Commercialization of the Olympics | Cold Call
26 Jul 2023
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Horst Dassler, the son of the founder of Adidas, cultivated relationships with athletes and national associations – with the aim of expanding his family’s sports apparel business. In doing so, he created the first sports sponsorships for the Olympics, and ultimately became a key force behind the commercialization of sports today. Harvard Business School professor Geoffrey Jones explores the pros and cons of the globalization and commercialization of sport in his case, spanning from the 1930s…
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