1948 London Olympic Games and Television Broadcast Rights

Just in time for the Sochi Olympics, we take the opportunity to look at the big-money world of Olympic advertising. 

From the very first Olympic sponsors in 1896, we'll track the ever increasing presence of advertising in the Games - from the marketing milestones to the resulting controversies - including the year the IOC approved Olympic cigarettes! 

We'll also analyze how the IOC deals with the tension between keeping the Olympic ideals in place while needing more and more advertising revenue every four years.

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