 Samaranch served the second-longest term as the head of the IOC, 21 years, the longest being that of Pierre de Coubertin (29 years).Following his retirement, Samaranch played a major role in Madrid's bid for the 2012 and 2016 Olympics, though both were unsuccessful.In 1991, he was raised into the Spanish nobility by King Juan Carlos of Spain and given the hereditary title of "Marqués de Samaranch" ("Marquess of Samaranch"), this in recognition of his contribution to the Olympic movement.