Without digging too deeply, I see that the Slashdot article says UVEX sponsors Lindsey Vonn.
Even if UVEX is not directly giving money to the IOC, they are contributing resources that allow the IOC to have a show. It seems to me that the IOC has an interest in having the widest possible pool of athletes that they can exploit as cast members for their shows. Company contributions to athletes increases that pool by allowing more athletes to afford to show up.
I'm certain that most, if not all, companies that sponsor athletes do it so their name becomes visible to people who are most likely to be interested in the gear or services they sell. In this case, the IOC seems to be forcing them to make the contributions anonymously. This seriously reduces the incentive to make the sponsorship.
If this continues, I foresee fewer corporate sponsorships leading to fewer athletes.
Funny you should mention hockey.... One of the factors that makes Dan Snyder look so bad is comparison to the class act that the Washington Capitals owner Ted Leonsis is putting on. I've heard die-hard 'Skins fans talk about wearing Caps jerseys to 'Skins games with signs that say 'Don't you wish Ted was the owner here, too?"
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