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,[105] including Kodak.[106][107] In 1908, Oxo, Odol mouthwash, and Indian Foot Powder became official sponsors of the London Olympic Games.[108][109][110] Coca-Cola first sponsored the Summer Olympics in 1928, and has remained an Olympic sponsor ever since.[105] Before the IOC took control of sponsorship, the NOCs had responsibility for negotiating their own contracts for sponsorship and use of the Olympic symbols.[111]