Sponsors pay for the privilege  Sponsors pay an enormous amount of money to support events such as the Olympics, it is only fair that they can protect themselves against ‘ambush advertising’ by competitors. This is an issue of simple financial reality. Although there have been some unpleasant – and probably unwise – accounts of smaller traders getting caught up in the crossfire, and opposition concedes that should be rectified in future events – the purpose of this kind of legislation and the regulations it spawns is to prevent direct competitors of sponsors finding ways to ambush the event [i] .  The issue of concern is not really a lone athletics fan wandering into the final of the Men’s 100m with a can of Pepsi. The intention is clearly to prevent representatives of that company standing outside the venue handing out thousands of free T-shirts.  There have been some problems with the implementation of this legislation but the principle remains sound and serves to the benefit of all. The alternative would be both Coke and Pepsi reps handing out T-shirts outside and the organisers of the event not getting a penny from either. It is only fair that those who pay the piper to a certain extent get to call the tune.  [i] London 2012: Coe Sparks Olympic Sponsorship Row. Shiv Malik. The Guardian. 20 July 2012.