2. IOC (INTERNATIONAL OLYMPIC COMMITTEE) no sponsors 1972 retirement Avery Brundage IOC began to explore leadership of Juan Antonio Samaranch more commercialisation and sponsors

3. BUDGET first low budget Avery Brundage does not want any commercialisation Brundage retired 2 millions $ in assets 8 years later ( 45 millions $) 1980 Juan Antonio Samaranch president Avery Brundage Juan Antonio Samaranch

4. EFFECT OF TELEVISION 1936 (Berlín) first games on local televisions 1956 Winter Olympics the first internationally broadcasted Olympic Games next winter games had their broadcasting rights

5. Viewership increased 1960s - end of the century. 1964 1968 colour television L.A 1984 + 900 million 3500 million 1992 BCN 2000 Sidney less audience free advertising time

6. such high, added pressure on the internet, and increased competition from cable changes to boost ratings expansion of gimnastic competitions ( summer games ) expansion of swimming and diving programmes MIXED RESTULTS

7. CONTROVERSIES OLYMPIC BRAND has been a CONTROVERSY (OVER-MARKETING, FINANCING) IOC act to over-marketing at future Games (since Atlanta and Sydney games)