The first notable instances of ambush marketing occurred between the 1984 Summer Olympics in Los Angeles, and the 1988 Summer Olympics in Seoul. Earlier Games allowed any number of companies to be official sponsors, and there were a record 628 sponsors for the 1976 Summer Olympics in Montreal. Despite the revenue it provided for the Games, the ability for sponsors to promote awareness of themselves within the context of the Games were diluted by the sheer number. In order to improve the value of these sponsorships, the International Olympic Committee implemented a system of exclusive sponsorship rights within specific market categories for the 1984 Summer Olympics.