Editing Olympic Games (section)

===Budget===
During the first half of the 20th century, the IOC ran on a small budget.<ref name="television"/>{{sfn|Buchanon|Mallon|2006|p=ci}} As president of the IOC from 1952 to 1972, Avery Brundage rejected all attempts to link the Olympics with commercial interest.<ref name=CooperChen/>{{rp|p. 231}} He believed that the lobby of corporate interests would unduly impact the IOC's decision-making. His resistance to this revenue stream meant the IOC left organising committees to negotiate their own sponsorship contracts and use the Olympic symbols.<ref name=CooperChen/>{{rp|p. 231}} When Brundage retired, the IOC had US$2&nbsp;million in assets; eight years later the IOC coffers had swelled to US$45&nbsp;million. This was primarily caused by a shift in ideology toward expansion of the Games through corporate sponsorship and the sale of television rights.<ref name=CooperChen/>{{rp|p. 231}} When Juan Antonio Samaranch was elected IOC president in 1980, his desire was to make the IOC financially independent.{{sfn|Buchanon|Mallon|2006|p=ci}}

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&nbsp;million, which was an unprecedented amount at that time.<ref name=FindlingPelle/>{{rp|p. 209}} The organising committee had been able to create such a surplus in part by selling exclusive sponsorship rights to select companies.<ref name=FindlingPelle/>{{rp|p. 209}} The IOC sought to gain control of these sponsorship rights. Samaranch helped to establish The Olympic Programme (TOP) in 1985, in order to create an Olympic brand.<ref name="television"/> Membership in TOP was, and is, very exclusive and expensive. Fees cost US$50&nbsp;million for a four-year membership.{{sfn|Buchanon|Mallon|2006|p=ci}} Members of TOP received exclusive global advertising rights for their product category, and use of the Olympic symbol, the [[Olympic rings|interlocking rings]], in their publications and advertisements.<ref name=Slack>{{cite book
|editor=[[Trevor Slack]]
|title=The Commercialisation of Sport
|edition=1st
|publisher=[[Routledge]]
|date=9 March 2005
|url=https://www.routledge.com/The-Commercialisation-of-Sport/Slack/p/book/9780714680781
}}</ref>{{rp|p. 194}}