Sponsorship is necessary to host major sporting events  It is in the interests of communities and countries to attract sponsorship for events on this scale, as with other areas, such as transport, that requires a little sacrifice. Hosting major events, inevitably, requires some degree of inconvenience for those living in the area trying to go about their daily lives. These inconveniences are tolerated because there are wider benefits. In the instance of the Olympics, a core part of the initial bid was the assumption that hosting them would produce long term benefits for the city in the form of tourism [i] and regeneration. [ii] Whether that proves to be the case remains to be seen although, given the number of historic venues used for events [iii] , it doesn’t seem unreasonable to suppose that it may be likely.  To ensure these future benefits, there is an understanding that there will be some disruption caused and some inconvenience, allowing sponsors a degree of autonomy is comparable to that inconvenience.  LOCOG argues without the sponsors “investment the Games wouldn’t happen.” [iv] Without the Games the future benefits wouldn’t happen – quite the reverse if they simply fell apart after the bid had been won. The smaller traders who feel aggrieved now are exactly the people who will benefit for years to come as people make use of the new facilities or see London as a tourist destination they would not otherwise have considered. It’s a simple quid pro quo.  [i] Woodman, Peter, ‘London 2012: Olympic boost to retailers and tourism new figures show’, The Independent, 6 August 2012.  [ii] ‘Regeneration and economic growth Olympics legacy’, Communities and Local Government, accessed 9th August 2012  [iii] London Olympics: Some Events Set Amid Historic City Landmarks. LA Times. 27 July 2012.  [iv] London Organising Committee of the Olympic Games and Paralympic Games Limited, ‘Rule 40 Guidelines’, July 2011, p.6.