ABSTRACT
The economic context of athletics changed dramatically throughout the 1960s and the 1970s. This section reveals how a growing market for sporting goods, and the quite obvious advertising opportunities, caused a rise in small amateur offences. With money increasingly coming into the sport, opportunities for individual sponsorships rose. While other branches of sport swayed with the winds of change, the International Association of Athletics Federations (IAAF) under amateur apostle David Burghley’s leadership refused to budge. However, as opposed to sound and reasoned sanctions against rule-breakers, the IAAF’s policies of this era resembled a whack-a-mole strategy where any success could be held up as proof the system worked.
