Introduction to the double-win model: When Samaranch took over as President of the Olympic Committee, the International Olympic Committee was facing a serious financial crisis. These TV videos can all show that Samaranch turned the Olympics from losses to profits through the successful marketing of television broadcast rights and the TOP plan, and the increased income was used for the development of the Olympic movement. Samaranch proposed that all types of profit-making advertising should be resolutely eliminated in the Olympic venues. However, he cleverly awarded the Olympic rings logo to each sponsor, becoming the endorsement of the sponsor's brand, thus also increasing the proportion of sponsorship. This is what makes him so smart.
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