Brand overcontrol

Olympian struggle

Strict regulations published by Athens 2004 last week dictate that spectators may be refused admission to events if they are carrying food or drinks made by companies that did not see fit to sponsor the games. …
An official familiar with the restrictions said: “We have to protect official sponsors who have paid millions to make the Olympics happen. There will be cases of individual spectators being allowed in wearing a T-shirt bearing the logo of a rival sports brand but anyone who tries to practise ambush marketing will be removed.”