In 62 days, it is fair to say that the London Olympics will be generating its share of both front and back page stories. A true celebration of sporting excellence, bringing an estimated 4 million visitors to the UK. Worldwide, 4.7 billion viewers watched the Beijing Games in 2008 and the BBC expects 75 per cent of the UK population to watch its coverage from July 27.
It is obvious why corporate giants like Coca-Cola, McDonald's and Visa want a piece of the action as rarely do so many people watch a single event. Given their exposure, will the Olympics only benefit large corporate entities?
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