Selling the Five Rings: The International Olympic Committee and the Rise of Olympic Commercialism Book

	An epilogue as prologue : Sydney 2000, "the greatest games ever"	1
1	Establishing a prospective gold mine : the early years	17
2	Avery Brundage and the great bread war : an Olympian precedent	31
3	Showdown in Melbourne, 1956 : evolution of the Olympic television rights concept	51
4	Conflict in the Olympic movement : Avery Brundage, television money, and the Rome formula in the 1960s	79
5	Television and the 1970s : Munich and Montreal	103
6	Confrontations galore : Lake Placid, Moscow, and the 1980 Olympic festivals	127
7	Protecting and exploiting the Olympic mystique : the emergence of TOP	153
8	Monique Berlioux's zenith : Sarajevo and Los Angeles television negotiations	181
9	The guard changes in Lausanne : Richard Pound, television negotiations, and the 1988 Olympic festivals	203
10	The IOC's new corporate face : the rise of meridian management	231
11	Turf war : the USOC, IOC, and Olympic television in the 1990s	243
12	Protecting American dollars : Mr. Samaranch goes to Washington	267
13	"Light the fire within" : winning back brand equity and the 2002 Salt Lake City winter games	279
14	Reflections : commercial revenue, the Samaranch presidency, and Jacques Rogge's Challenge	289