(I) The public has long been aware that sporting contests have commercial value. (II) Until 1981, however, it probably was not aware of the extent to which athletics had really become an industry. (III) That year a seven-week strike called by the Major League Baseball Players Association forced the cancellation of 713 regular games. (IV) This led to loss of player salaries and television revenues. (V) It's because direct corporate sponsorship makes the company name known to television viewers.