Olympic Games profits from the Olympic symbols. The IOC also takes a percentage of all sponsorship and broadcast income. Host cities continue to compete ardently for the right to host the Games, even though there is no certainty that they will earn back their investments. Research has shown that trade is around 30 percent higher for countries that have hosted the Olympics. The Olympic Movement uses symbols to represent the ideals embodied in the Olympic Charter. The Olympic symbol, better known as the Olympic rings, consists of five intertwined rings and represents the unity of the five inhabited continents (Africa, America, Asia,
Colonialism and the Olympic Games the 2010 Winter Games, starting with the selection of the official Games logo, which was based on the Inuit symbol of the inuksuk, and given the name "Ilanaaq," which translates to "friend." Several indigenous leaders criticized the Vancouver Olympic Organizing Committee (VANOC) for not consulting with indigenous groups on the selection of the emblem, and for choosing one that did not reflect the local First Nations of the host city. President of the Union of BC Indian Chiefs Chief Stewart Phillip said: "The First Nations community at large is disappointed with the selection...The decision-makers have decided not to reflect the