I have watched with fascination the trials and tribulations over the past few months of the LOCOG team charged with ensuring that an incredibly rigid set of Olympic guidelines are enforced at all costs.
Don't get me wrong, I absolutely understand the importance to the official Games sponsors of having exclusive access to the London 2012 logo. This is pure, hard-nosed sponsorship - for commercial gain -not altruism and anyone who thinks otherwise should go and enter the long jump.
