
How the 1984 Olympics saved the Games
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The Strategy and Success of the 1984 LA Olympics
Exploring the innovative strategy of category exclusivity for sponsorship at the 1984 Olympics in Los Angeles, including the negotiation process and deals made with various companies like Coca-Cola, Kodak, and a film company. The chapter also covers the challenges faced leading up to the games due to Cold War tensions, the record number of participating countries despite boycotts, the impactful torch run and opening ceremonies, and the memorable performances by athletes like Carl Lewis and Mary Lou Retton.
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