section_path: Commercialisation/Under IOC control
section_name: Under IOC control
paragraph_text: Under IOC control
  
  The IOC originally resisted funding by corporate sponsors. It was not until the retirement of IOC President Avery Brundage, in 1972, that the IOC began to explore the potential of the television medium and the lucrative advertising markets available to them. Under the leadership of Juan Antonio Samaranch, the Games began to shift toward international sponsors who sought to link their products to the Olympic brand.