As we approach the "less than a year until 2012" point of 2011 I've noticed a huge ramp up in the number of adverts that have a 2012 logo attached. It got me thinking what an odd concept this kind of sponsorship is. A big company offers the organisers and participants of 2012 their product/service in a large enough quantity that in return the Olympic committee emails them copies of the logo to put on all subsequent advertisements.
