This is the second instalment in a series of podcasts looking at how the sports business has evolved over the past half century in the company of Patrick Nally, one of a small handful of people who can lay a genuine claim to have created the industry as we know it today.

This episode is devoted entirely to the business story of the Olympic Games, starting in the crisis torn era of the 1970s, a period in which the IOC faced an almost existential crisis, moving from the tragedy of Munich in ’72 through to the boycotts and global political battles of Montreal, Moscow and LA.

Patrick takes us behind the scenes, in to the conversations with the real powerbrokers of that time, such as Horst Dassler and Juan Antonio Samaranch, and we track the beginnings of the TOP programme, sports most valuable marketing idea, that has helped transform the Olympics from bankruptcy to the financial monster it is today.

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