If you are not an official Olympic sponsor then you are pretty much not invited to the party. Sponsors have paid millions to be the official fast food, soft drink, credit card etc etc etc.
So If you are going to do it then you have to be brash, up front and above all a little clever.
Nike have branded up some of the top athletes feet, which is a standard tactic. Nike wanted something more disruptive in the Eastend, so they went huge with thew biggest Nike kick SF has ever seen. Nike owns Team USA basketball and the Nike Hyperdunk+ worn by some of the biggest basketball players at the games can clearly be see on Old Street opposite Mother Bar
Another clever ploy has been by the earphone manufacturer, Beats by Dre have visited Olympic team hotels, setting up a room and inviting competitors to pick a pair of their liking. So the fact you have seen Olympic hero Michael Phelps amongst. They have had to pay nothing for this brilliant awareness, being shown on TV channels across the globe and in countless photographs. Making Beats by Dre earphones the official unofficial earphones of London 2012
We have bemoaned the way sponsors have acted in such a overbearing fashion, so it is nice to see some creative tactics employed. Though without these sponsors spunking millions then we would not have the games. Double edged sword