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3 Ent. & Sports Law. 1 (1984-1985)

handle is hein.journals/entspl3 and id is 1 raw text is: 7i TEE ENTERTAINMENT * AND SPORTS LAWEI Publication of the ARA Forum Committee on the Entertainment and Swort Industries Volume 3. Number 1, Sumimer 1984 Sponsorships and Licensing, Legal Lessons from the 1984 Olympics by Barry A. Sanders Maybe those involved in negotiating and drafting the extensive legal documentation for the sponsorship and licensing arrangements at the 1984 Olympics have learned a dying language. While there will be future Olympic Games, they probably will never again have the same universally marketable image. They will never again attract the same level of interest from potential sponsors and licensees. Still, even with their controversial image, and even I j though they are to be held on foreign soil, away from America's glitter capital, I think there will be a number of significant sponsorship and licensing deals for the 1988 Olympics in Seoul and Calgary. Further, there are very useful lessons to be learned by lawyers from the 1984 Olympic experience which are ap- plicable to any large-scale event in which licensing and corporate sponsorship play an important part. Anyone organizing such an event or considering enter- ing a license agreement with the organizers would find some valuable lessons in the 1984 Olympic experience. The 1984 Olympics are unique among Olympics; they have been organized and operated as a well-run business. These games were required by law (Los Angeles City Charter) to be run without taxpayer sup- port. Due to California law, the customary Olympic lottery had to be forgone. As a result of congressional difficulties, the customary Olympic collectors' > coin program yielded a fraction of its expected revenues. The games' organizers, the Los Angeles Olympic Organizing Committee (LAOOC), determined at an early date not to solicit S charitable contributions that would compete with the fund-raising efforts of the United States Olympic Committee (USOC), which fields the U.S. team at the games. The only way to make the games ossible under these circum'- stances was to keep tight control on expenses so that the event could be staged for as 'lit- tle as approximate- ly $500 million, and to be much more ef- fective than past games organizers at private fund raising. The LAOOC planned a balanced budget, with revenues from ticket sales, as well as greatly increased

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