With global coverage of the world’s greatest sporting event bigger than ever, brands have never been keener to be associated with the Olympics. Dave Robertson investigates the strategies of the companies involved from official sponsors to uninvited guests. With the Olympics just three months away it is not just the world’s athletes who are limbering up for the big show-down. Corporate sponsors, who have paid upwards of A$50m to be linked to the Olympics, are gearing up for major advertising pushes to take advantage of their association with the world’s biggest sporting event – and their rivals are plotting devious ways to upset them.

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