Ambush marketing

London 2012 supremo Lord Coe opened a can of worms recently with a warning that anyone seeking to enter an Olympic venue wearing a Pepsi t-shirt could be turned away on the grounds that rival Coca Cola is the games’ official sponsor.

But can an advert for an egg-and-spoon race contravene the Olympics’ strict rules on branding and constitute ambush marketing? Yes, according to London’s Olympic organising committee (Locog). Read more