Commercialisation Under national organising committees The Olympic Games have been commercialised to various degrees since the inaugural 1896 Summer Olympics in Athens, when a number of companies paid for advertising, including Kodak. In 1908, Oxo, mouthwash, and Indian Foot Powder became official sponsors of the London Olympic Games. Coca-Cola first sponsored the Summer Olympics in 1928, and has remained an Olympic sponsor ever since. Before the IOC took control of sponsorship, the NOCs had responsibility for negotiating their own contracts for sponsorship and use of the Olympic symbols.
Commercialisation Under national organising committees The Olympic Games have been commercialised to various degrees since the inaugural 1896 Summer Olympics in Athens, when a number of companies paid for advertising, including Kodak. In 1908, Oxo, mouthwash, and Indian Foot Powder became official sponsors of the London Olympic Games. Coca-Cola first sponsored the Summer Olympics in 1928, and has remained an Olympic sponsor ever si!nce. Before the IOC took control of sponsorship, the NOCs had responsibility for negotiating their own contracts for sponsorship and use of the Olympic symbols.