In China this month the biggest games being played will not involve athletes.

Big brand owners will pay enormous amounts to exploit the occasion, with the 12 main sponsors alone paying $866m. So it's not surprising that others will attempt to subvert the system and achieve brand awareness on the cheap through mere "peasants" sporting unofficial logos. So infuriating do the big brand players find this, that Coke has insisted no other drinks can be allowed into events, and Canada is already planning special legislation to outlaw so called "Ambush marketing" for the winter games in 2010. Meanwhile in China broadcasters are not allowed to show close-ups of anyone who slips through the net with the "wrong logo", even if they're only at the railway station!

How worried should we be about this? Surely more concerning is the compromise that mixing the Olympic ideals with the brand essence of China will have on the Olympic brand. Or maybe it's already too late, with the Olympic movement already irreversibly tarnished with internal corruption, competitor substance abuse, and the interests of big business.

Do let us know what you think. Meanwhile I'm going to grab a Diet Pepsi and check the schedule.

Nigel Penn-Simkins 0118 951 9450
Arthur op den Brouw 0118 951 9460