With just over a week to go before the start of the 2012 Summer Olympic Games, many London businesses are hoping to cash in on the tourist boom.
Smaller enterprises, however, say they will miss out because of restrictions on using the Olympic logo.
Event organisers say more than a billion dollars in sponsorship could not have been raised without the protection from unauthorised use of branding and "ambush marketing".
Some believe that kind of corporate thinking is killing off the spirit of the games.
Al Jazeera's Andrew Simmons reports.