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PORT PERRY STAR -- Tuesday, March 8, 1988 -- 5 by John Viewpoint B. McClelland OLYMPIC SPENDING Allan Fotheringham, one of Canada's more as- tute public commentators hit the nail squarely on the head in a column last week when he lamented the fact that Skippy Dippy Peanut Butter, Coca Cola, Visa and various other corporate conglomer- ates were the real owners of the Calgary Winter Olympics. Fotheringham, and many others in this country, myself included, is appalled at the way crass com- mercialism has dominated and literally taken over the Games. In fact, his column was titled "Triumph of the greed merchants." He cites some fine examples of commercialism 2308 bananas at the recent games, notably the 100,000 loss of revenue (read fine) levied at the Canadian hockey team because they wore sweat- ers not officially endorsed by the I0C. Did you notice in the hockey games that all the sticks were painted black? No brand names on hockey sticks were allowed to be seen. But whenever a skier won a medal and was in- terviewed for TV, the first thing he or she did was take off the skis and hold them vertical so the TV camera would not miss the brand name of the skis. Prior to the Olympics, Visa ran a series of very clever TV commercials, warning would-be travellers to Calgary not to bother bringing their Americian Ex- press cards because Visa would be the only plastic accepted at the Games functions. Visa out-bid the others for that right. The Olympic Games have become one giant super-market where as much attention is paid to whose company name is on the seat of the hockey pants as the sport itself. Of course, thanks to all the huckstering, the Cal- gary Olympics showed a tidy profit, a trend that started with the Summer Games four years ago in Los Angeles when everything was simply put on the auction block to the highest corporate bidder. The Games have become a triumph of the ad man, rather than a triumph of the human spirit in ath- letic competition. A gold medal in some sports is worth a cool million for a year of endorsements. It didn't start in Calgary, or even in L.A. four years ago. | recall very vividly the Montreal Games in 76 when that great Finnish middle distance runner Lasse Virin, won two or three golds. | watched on television after he won a race, and was surprised when the first thing he did after crossing the line was to remove both shoes. He ran his victory lap around the track with the shoes in his hands, held high above his head. The reason escaped me at the time. Maybe his feet were sore, | thought to myself. How naive. He, of course, had been paid very well by the sneaker manufacturer to wear those shoes in the Games, and when he did that victory lap, he knew the eyes of the world would be on his face, not his feet. So, to make sure the cameras got a shot of his shoes, he simply held them high as he trotted tri- umphantly around Olympic Stadium. Clever. I"m not saying that "amateur" Olympic athletes don't have a right to make some big bucks by en- dorsing products, and likewise some commercial in- volvement in the Games is necessary to defray the enormous costs of putting on the games. But where does it all end? Have we reached the point, as Fotheringham says, where a soft drink company owns the Games, or ABC TV can dictate when certain events are held, simply because that network paid $309 million for the exclusive broad- cost rights? ABC, by the way, expects to lose about $50 million on the Calgary Games, partly because U.S. athletes fared so poorly, and some guy Sip- ping Coors in Oklahoma just isn't going to watch an East German win another speed skating medal. It's nice to think the Calgary Games showed a tidy profit, thanks to the supermarket-Madison Ave- nue mentality that prevailed. But you and me, as consumers of things like soft drinks, peanut butter , Visa cards, GM vehicles, and even the official beer of the Games, are going to be paying for a long time come, for sooner or lat- er, the millions those corporations poured into Cal- gary are going to be built into the price of the prod- ucts. | think it is high time both Winter and Summer Olympics came back to earth, and rid themselves of this auction-block mentality, which in my opinion, is starting to cheapen the very ideal of the Games. Why not ban all logos, company names , colours and trademarks from all the equipment and uni- froms? Invite corporations to contribute to the cost of staging the Games, but slap some stringent re- strictions on the manner in which they can use their participation in promotions and commercials. Scale things down a bit and run the Games to break even, not show a huge profit. | realize this is all very idealistic. Money makes the world go round, so why should things be any different at the Olympics. It is not possible to rid the Games totally of commercialism, but surely some (Turn to page 8) LE Yesterday's Letters Minor Hockey violence survey Memories 70 YEARS AGO March 7, 1918 On Tuesday the Port Perry Bowling Club elected: President - George Gerrow; Vice-President - Jas. Carnegie; Secretary - E.H. Purdy; Treasurer - Wm. Graham. Mr. and Mrs. Cutts invited the people of Port Perry to see their pictures before they go to the Royal Academy in Toronto for exhibition. In 1918, at D. Corbman's store in Port Perry you could buy Straw Hats for 10 cents, Clothes Pins, 2 doz. for 5 cents and Door Handles and Hinges for 10 cents. 45 YEARS AGO Thursday, March 4, 1943 The first Annual Father & Son Banquet of Port Perry Boy Scouts & Wolf Cubs was a very enjoyable affair, and the menu prepared by George Channell was most satisfying. Gordon MacMaster acted as referee at the hockey game Tuesday night between Port Perry and Brooklin. Port Perry emerged victors, after a good game, with a score of 6-2. Mr. Ronald Peel took part in a roundtable broadcast on "Eggs for Britain' over C.B.C. Mr. Peel is considered an authori- ty on poultry. 35 YEARS AGO Thursday, March 5, 1953 A local hardware accountant, Elgin "Hutch' Hutchinson was the winner of the Lions Club "Gala Night" draw Friday night. Mr. Hutchinson became the winner of a DeSoto Firedome 8, valued at $4,600. After 6 weeks of service, the Community Memorial Hospital has averaged 16 patients daily. A total of 81 patients have been admitted, and 27 operations performed. 30 YEARS AGO March 6, 1958 The Carnegie Bros., Robert, Harry, Gordon and Donald are starting their Grand Opening celebrations tomorrow, after join- ing the Crest Hardware organization. Port Perry Lions Club honoured H.G. Hutcheson, with a life- time membership on the occasion of his 86th birthday. Mr. Hut- cheson has been with the club since November, 1937. Murray Ross, won Best Supporting Actor Award at the an- nual Inter-School Drama Festival held at Sutton. 20 YEARS AGO Thursday, March 7, 1968 Heather Dorrell, grade 9 student of Cartwright High School received a trophy and plaque froni Port Perry Legion President, (Turn to page 8) To The Editor: I am writing this letter to you as a fellow minor hockey parent and coach, because I need your opi- nion, and your help. Over the past six or seven years I have become increasingly ap- palled at the amount of un- necessary violence and use of in- timidation tactics that seem to have become part of minor hockey. I am now at the point where I have decided that my three boys will not be allowed to play O.M.H.A. hockey beyond the Atom level (body contact starts at the Pee Wee age group) unless something is done to clean up the game. If you have had, or are having, the same thoughts, then perhaps we can join together and help change this great game for the better. What I am proposing to you is the elimination of body contact in all levels of minor hockey. Tyke, Novice, Atom, Oldtimers, and most men's Rec. leagues now play no contact hockey and I don't think you'd find many of them saying that the game has deteriorated because of the lack of hitting. To the contrary, most will tell you that both the speed of Gold, Silver or Bronze To The Editor: As I look out my picture window "I think of which would I choose? Which would you choose? Gold, silver or bronze. Naturally you would say gold, for it has a golden colour and is worth more. Silver is also a good choice as many beautiful pieces are made from it, such as bracelets, necklaces, many unusual charms, coins, cutlery and expensive tea sets. Gold, the heavy ore, with a yellow metallic element. Silver, the soft white metal to make all the coins your heart would desire. Bronze, the alloy made of copper and tin of a reddish-brown colour. Which would you choose? The Olympians have left and taken their token medals home and they were well deserved, but we are left with other treasurers. In the race of life, we cannot all be winners of gold, silver or bronze but we are left with love; health, happiness, children; the true treasurers of life. Choose whichever you wish and be a winner. Violet Hanley, R.R.3, Port Perry. the game and the skill of the players has increased. My personal opinion is that a combination of high emotions, sometimes questionable coaching tactics, a feeling of invulnerabili- ty, and inconsistent officiating, all combine to present a problem with too many variables to allow for a quick solution under the pre- sent format. I feel a major change is necessary, and that the elimination of body contact is the answer! I have taken the following statistics from a recent Hockey Development Council pamphlet to help illustrate a point: 1. There are approximately 38855 players registered with the 0.M.H.A. and another 150000 in House Leagues. 2. There are only 300 players in the O.H.L. (Mjr. Jr. A), which is the main feeding grounds for pro- fessional hockey. 3. Less than 1 percent of all amateur hockey players in (Turn to page 8) to the editor. Letters to the Editor ... our policy It has always been the policy of this newpspaper to encourage our readers to make use of the letters to the editor column. Our readers have a right to freely express their opinions and view- points on just about any subject, and we feel that a lively letters column helps make a better community{newspaper. We insist, however, that a letter writer sign his or her name. On rare occasions, we will agree to with-hold publication of a letter writer's name. if we feel there are very good reasons to do so. Under no circumstances will this paper print an anonymous letter While we enjoy receiving letters from our readers, we must con- tinue to insist on knowing the identity of the writer.