Olympic Subsea
Brundage believed the foyer of company pursuits would unduly impact the IOC’s determination-making. Brundage’s resistance to this income stream meant the IOC left organising committees to negotiate their very own sponsorship contracts and use 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 as a result of a shift in ideology towards enlargement of the Games by way of corporate sponsorship and the sale of television rights. When Juan Antonio Samaranch was elected IOC president in 1980 his need was to make the IOC financially impartial. It was not until the retirement of IOC President Avery Brundage, in 1972, that the IOC began to discover the potential of the television medium and the lucrative promoting markets available to them. Under the management of Juan Antonio Samaranch the Games began to shift towards …
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