Published: May 04, 2008 12:07 am            

WOLCOTT: Get in queue for a venue to watch the Olympics

LOCKPORT — After Danica Patrick became the first woman to win an Indy car race at the Japan IndyCar 300, reporters and cameramen surrounded the dashing damsel. Almost before the former Hononegah High cheerleader could speak, Patrick was handed a red hat with the word “Firestone” above the brim.

That was an important touch. The sponsor got its name in front of the world of car drivers, bikers and the tricycle crowd.

Patrick, a former Sports Illustrated swimming trunks model, screwed the cap on modestly and was proclaimed ready to meet the media.

It was not an unusual accessory. Pro athletes often pause to advertise. I’ve seen caps in locker rooms and at the post-game podiums. If there’s a camera, look for an ad. It’s become so expected, we don’t even notice. Companies pay millions to get the subliminal ads to the fans.

I’ve gotten to the point of rooting for the player who is not wearing a Nike swoosh. Sorry, Tiger. Nike paid design student Carolyn Davidson $35 for the design in 1971. The swoosh was introduced at the U.S. Track and Field Olympic Trials in Eugene, Ore., in 1972.

One can’t blame professionals for selling their fame. Where would Michael Jordan, Kobe Bryant, LeBron James and Vince Carter be without the Nike money?

Where would Nike be without linebacker Brian Urlacher and running back LaDainian Tomlinson? Probably not a $16 billion business.

The troublesome part is the corporate world’s influence in the “Games.” Yes, the 2008 Olympics get under way in China in August — it’s that time to get in a queue in order to go to the venues. Our once-amateur athletes are backed by big business. They are groomed to go against best-backed athletes in the world.

What are the Olympics, anyway? History tells us that professionals played in the first games in Greece. The Games really have a sullied history.

The Olympics bring out the best athletes and the worst in politics, greed and commercialism. Be sure, however, that television will find human interest stories to bring cheers to your throat and tears to your eyes.

Some of it is a big front. The Chinese are building beautiful walls to cover the slums. The facades are like Hollywood sets, according to some Lockport folks who just got back from Bejing.

Sandwiches that look like Egg McMuffins have been barred from the Olympic Village, according to Megaessays.com. Security folks stop Pepsi at the gate because Coke is the official pop sponsor.

It’s not just the Olympics that are over-commercialized. Just go to a Buffalo Sabres game and look at the ring of fire around the rim of the rink that provides important information about happy meals or veins, veins, veins.

During the NCAA Tournament in Buffalo, I attempted to bring a cup of water to the press table. A security guard stopped me. I had to pour the water into a logo cup provided by a sponsor. There was a concern that my non-official cup might be caught by a TV camera.

Contact reporter Bill Wolcott at 439-9222, ext. 6246.

        

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