The XXIII Games in 1984 were the threshhold for these "worldwide exclusivity" agreements. After the '76 funding debacle at Monteral, the Organizing Comittees were forced to become essentially self-funding, and selling these advertising and logo rights became a popular way to raise the huge sums required.

The Arts Festivals have not always come under the Organizing Comittee umbrella - when the Royal Opera brought their production of 'Turandot' to LA in 1984 ticket sales had no tie-in to any sponsor.

Other credit card companies strike semi-exclusive deals with arts venues - we've probably all seen ads for an event where "a special block of tickets is reserved exclusivity for (fill in the credit card name) Gold Card holders)".

BTW, the casting for the productions (Capriccio, Don Giovanni and Simon Boccanegra) at Opera Australia during this time is quite good. Hope your friend enjoys the performances!