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Show The Salt Lake Tribune ROAD TO THE GAMES Tuesday, January 22, 2002 Olympic TorchRelay, Commercial to Begin With, Has Become More So, Historian Says: victory ceremonies — and how one of them, the torch relay, has become commodified, or overtaken by commercialism, while the other one has not. The torch relay, Barney noted, has been commercialized since its inception in 1936 at the Berlin Olympics. The idea was the inspiration ofCarl Diem, who was the secretary of the German Olympic Committee, but also a studious sports historian. After Berlin was awarded the Games in 1931 (before the Nazi takeover), Diem started thinking about a torch run, and he executed it with the help of commercial sponsors, “Diemenlisted the services of Daimler-Benz to provide logistics,” said Barney, who showed a slide of the first Olympic torch route from Olympia to Berlin. “And Krupp madethe torches and had their can scholar of the Olympic Games,” Barney spoke about two enduring Olympic rituals — the torch relay and the symbol on the torch. Those were the first elements of commercialism in the torch run.” Barney subsequent sponsor involvement in ‘THE ASSOCIATED PRESS surgery. “Tt was unanimously agreed that this was a positive test but not a doping infraction, that sports bodies must be very careful notto interfere with the good and proper treatment of injured athletes by competent medical specialists, and that, at all times, we must be fair and ng warning’ Mondaybutno suspension because there had been “exceptional circumstances” in his positive test for the banned drug amide contrary lady replied that oivmplc 1988, and AMP for Sydney’s in vices company, paid $110 mil- lion to sponsor the Sydney torch relay. “Whatdid theyget outof it?” asked Barney. “An awareness of its brand.” While the torch relayhas always been commercialized, the victory podium and ceremony, which began with the 1932 Winter Olympics at Lake Placid, N.Y., has never been. The difference, said Barney,is that one takes place far away from the Olympicstadium,while the other takes pl inside the * $10,000 Minimum * FDIC Insured * No Fees or Commissions * Fixed term & yield * No Surprises @ 12 MONTH CD* arena, where no advertising is sport drug-free,” the ITHF said. after eye a 2000. Thelatter, a financial ser- ary committee that the drug Ohlund brought Canada for Calgary's relay in reasonable in dealing with our athletes so that they can support our efforts to keep our given to pics reaction from one of the audi- ence members, Alex Gilady, an 1984 Los Angeles relay, Petro- after a randomtest Dec.11. IIHF chief medical officer MarkAubry told the disciplinwas contained in medicine commercialism on the Olym- the torch run — AT&T for the OhlundFree to Compete, Despite Failed Drug Test ZURICH, Switzerland — Vancouver Canucks defenseman Mattias Ohlund can compete for Sweden in the Salt Lake Be Olympics despite failing a test. 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