Olympic symbols human figures representing the cultural heritage. The first major mascot in the Olympic Games was Misha in the 1980 Summer Olympics in Moscow. Misha was used extensively during the opening and closing ceremonies, had a TV animated cartoon and appeared on several merchandise products. Nowadays, most of the merchandise aimed at young people focuses on the mascots, rather than the Olympic flag or organization logos. The Olympic movement is very protective of its symbols; as many jurisdictions have given the movement exclusive trademark rights to any interlocking arrangement of five rings, and usage of the word "Olympic". The rings are
Olympic Games the Olympic symbols. When Brundage retired the IOC had US$2 million in assets; eight years later the IOC coffers had swelled to US$45 million. This was primarily due to a shift in ideology toward expansion of the Games through corporate sponsorship and the sale of television rights. When Juan Antonio Samaranch was elected IOC president in 1980 his desire was to make the IOC financially independent. The 1984 Summer Olympics became a watershed moment in Olympic history. The Los Angeles-based organising committee, led by Peter Ueberroth, was able to generate a surplus of US$225 million, which was an unprecedented amount