Pre-Sports Diplomacy. Hockey broke the ice in the Cold War
... air the 1960 Squaw Valley games. Over time, the value of the televising the Winter Olympics continued to increase exponentially. In 1989 CBS paid $300 million to acquire the rights to televise the 1994 Winter Olympics in Lillehammer, Norway. Today, Russians, Czechs and Finns are stars in the National Hockey League (NHL). Vladislav Tretyak, one of the most admired hockey players in the history of the Soviet Union, was offered a contract by the Montreal Canadiens to play in the NHL during the Cold ...