As I have noted many times before, the Olympics is not about sport but about money and brand promotion.
Coca-Cola demonstrates this point admirably as reports indicate that it is less than happy with Locog's proposals for a £20M sponsorship deal with a major British supermarket chain.
Locog has been in talks with Sainsbury's and Marks & Spencer wrt a possible deal.
However, Coca-Cola feels that the deal would damage its own campaigns and as such has complained to the International Olympic Committee.
Olympic Medals won during the Beijing 2008 Olympics
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