Boykoff, a former member of the US olympic soccer team, takes readers from the nineteenth-century origins of the modern Games, through its flirtations with Fascism, and into the contemporary era of corrupt, corporate control. Along the way he recounts vibrant alt-olympics movements, like the Workers' games and Women's Games of the 1920s and 1930s to the Gay Games of the 1980s through today.
2012: Wine retailer Oddbins poked fun at LOCOG rules with an in-store promotion offering a 30% discount for Nike-wearing, Vauxhall-driving, RBS MasterCard- holding, iPhone-using, British Gas bill-paying, Pepsi-drinking, and KFC-eating consumers. All of which are not Olympic sponsors. Oddbins window displays highlight that it is not allowed to refer to the Games in its marketing, from Retail Week.