The commercialisation of the Olympic Games and the heavy-handed policing of the Olympic "brand" by the organisers and their lawyers may in later years become a case study in how not to do it. It is hard to believe the McDonald's image is improved by insisting that it be the only provider of chips in the park. It is even less likely Visa will benefit from its insistence only its cards can be used.
The idea of sponsorship is surely that the image of the brand is enhanced because it is associated with something as uplifting as sport at its best, not that it seeks to drag sporting events down to the grasping commercial reality of everyday life.
Only too true.