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- The Helms Athletic Foundation, founded in 1936, was a Los Angeles-based organization dedicated to the promotion of athletics and sportsmanship. Paul H. Helms was the organization's founder and benefactor, funding the foundation via his ownership of Helms Bakery. Bill Schroeder founded the organization with Helms and served as its managing director. The men were united in a love of amateur athletic competition. The organization became well known for presenting awards and trophies for local, national, and international competition, naming the Southern California Player of the Month and Year, national championships in college basketball and college football, Rose Bowl Player of the Game, Coach of the Year, and other such awards for athletic achievement. The organization dedicated Helms Hall in 1948, which housed a museum for sporting artifacts as well as the Helms Hall of Fame. Following the death of Paul Helms in 1957 and the eventual closure of Helms Bakery in 1969, Schroeder sought new benefactors. The organization continued under a series of new sponsors as the United Savings–Helms Athletic Foundation, Citizens Savings Athletic Foundation, and First Interstate Bank Athletic Foundation. Schroeder died in 1987. Under the direction of Peter Ueberroth the Helms Athletic Foundation collection, library, and archives were absorbed into the Amateur Athletic Foundation of Los Angeles, later renamed the LA84 Foundation. (en)
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