The 1984 Summer Olympics became a watershed moment in Olympic history

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 at that time.^[111] The organising committee had been able to create such a surplus in part by selling exclusive sponsorship rights to select companies.^[111] 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.^[109] Membership in TOP was, and is, very exclusive and expensive. Fees cost US$50 million for a four-year membership.^[110] Members of TOP received exclusive global advertising rights for their product category, and use of the Olympic symbol, the interlocking rings, in their publications and advertisements.^[112]