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 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