BETWEEN ECONOMIC CRISIS AND THE COLD WAR: TRACING THE EVOLVING MEANING OF THE 1984 LOS ANGELES OLYMPICS

Abstract

This thesis examines the 1984 Los Angeles Olympics through the lens of sports, economics and the Cold War conflicts. Faced with financial struggles of the 1976 Montreal Olympics and the widespread taxpayer resistance, the Los Angeles Olympic Organizing Committee undertook a fully privatized model to finance the Games. This model leveraged corporate sponsorships and broadcasting rights as the main source of revenue and was driven more by necessity than innovation, ultimately turning a profit and reshaping future Olympic hosting norms. Although this structure was a necessary solution to the struggles that preceded the Games, the structure and symbolism of the 1984 Olympics became increasingly aligned with President Reagan’s ideals. Drawing on newspaper articles, speeches, polling, Peter Ueberroth’s memoir and secondary literature, this study examines the evolution of the Games as they increasingly represented the strengths of the United States. This paper challenges existing interpretations, revealing that all aspects of the Games were not by design, but rather a response to constraints.