Brands such as Cadbury and Coca-Cola have invested in sponsorship of the Olympic Games. With sponsorship deals worth around £700 million, nearly 300 enforcement officers have been hired to protect sponsors’ exclusivity rights to the Games.
The uniformed Olympic officers will travel around the country to enforce the sponsors' marketing deals. Dressed in purple caps and tops, the branding officers are working for the Olympic Delivery Authority (ODA).
The new legislation, introduced for the London Games, gives officers the right to enter shops and offices and bring court action - fines of up to £20,000 could be imposed on businesses illegally associating themselves with the Games.
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