Increasingly, the Olympic Games is becoming a jamboree of business innovation as well as athletic endeavour.
Sponsors pay large amounts for epic advertising campaigns while attempting to grasp at a mushrooming social media community.
But it’s perhaps the activity around the edges that is most impressive. Businesses barred from mentioning the Olympics in their advertising have come up with several eye-catching campaigns, dubbed ‘ambush marketing.’
Today, we pick out five of the best to emerge during London 2012. Each should provide food for thought on how your start-up can cash in without falling foul of the brand police.