Jul 30, 2012 1:46 PM GMT
The next two weeks in London are all about the marketing
There was a minor controversy last week when the man in charge of the London Olympics seemed to suggest that anyone wearing a Pepsi T-shirt to events would be thrown out.
Sebastian Coe, chair of the London Organising Committee of the Olympic and Paralympic Games (LOCOG), rapidly backtracked, but it wasn’t hard for many observers to believe the Games he is organizing are more about brands and corporations and less about fans and sports.
The Pepsi PEP -0.15% comments captured a big part of what the Games are about — Coca-Cola Co. KO +0.11% is one of the International Olympic Committee’s main sponsors, and it was all-too-easy to think the Games’ organizers would throw out any fan showing preference for a partner’s business rival.