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The Rise and Fall of Olympic Amateurism - Illinois Scholarship Online
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The Rise and Fall of Olympic Amateurism

Matthew P Llewellyn and John Gleaves

Abstract

For decades, amateurism defined the ideals undergirding the Olympic movement. No more. Today's Games present athletes who enjoy open corporate sponsorship and unabashedly compete for lucrative commercial endorsements. The book analyzes how this astonishing transformation took place. Drawing on Olympic archives and a wealth of research across media, the book examines how an elite—white, wealthy, often Anglo-Saxon—controlled and shaped an enormously powerful myth of amateurism. The myth assumed an air of naturalness that made it seem unassailable and, not incidentally, served those in power. The ... More

Keywords: Olympic Games, corporate sponsorship, commercial endorsement, elite, amateurism, sport

Bibliographic Information

Print publication date: 2016 Print ISBN-13: 9780252040351
Published to Illinois Scholarship Online: April 2017 DOI:10.5406/illinois/9780252040351.001.0001

Authors

Affiliations are at time of print publication.

Matthew P Llewellyn, author
University of California, Fullerton

John Gleaves, author
University of California, Fullerton