Hulking Swedish actor Dolph Lundgren is best known to movie fans for his role in the film Rocky IV in 1985. For the 1996 Olympics in Atlanta he was selected by the United States Olympic Committee as the team leader of the American modern pentathlon team. Though he attended the Games and marched with the US delegation in the Opening Ceremony, his role was largely honorary. It was bestowed on Lundgren as a result of the time he spent training with the team in preparation for his role in the film Pentathlon, where he starred as an East German Olympic gold medalist on the run from an abusive coach played by David Soul. As a result of the time he spent with the team, Lundgren became a major supporter of the campaign to keep modern pentathlon on the Olympic programme.
The Moscow 1980 Summer Olympic Games will be best remembered for the United States led boycott which saw 65 countries stay away from the Russian capital. But as David Owen finds out, the Games could have been the catalyst for a marketing revolution.