Chapter
5
GENERATING THE SPORTS BRAND TRANSFORMATION
In the 1930s, star miler Glenn Cunningham could name his price. His sport, a track and field event, was a staple of the winter sports circuit as cities hosted indoor track meets at such premiere sites as Madison Square Garden in New York and the Chicago Stadium that drew capacity crowds and were often cosponsored by major newspapers and tied to a charity. Cunningham, a Depression-era hero who overcame a tragic fire that severely damaged his legs at the age of 12, made a good living appearing at these Amateur Athletic Union (AAU) administered events, often receiving a substantial bonus for his appearances under the table. For many young athletes such as Cunningham, the ultimate goal of running ...
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