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,
Olympic Games ceremony I declare open the Rio Olympic Games, celebrating the XXXI Olympiad of the Modern Era". Next, the Olympic flag is carried horizontally (since the 1960 Summer Olympics) into the stadium and hoisted as the Olympic Hymn is played. The Olympic Charter states that the Olympic flag must "fly for the entire duration of the Olympic Games from a flagpole placed in a prominent position in the main stadium". At most games, the flag has been carried into the stadium by prominent athletes of the host nation, but in 2012, it was carried by an international group of athletes and non-athletes