Faster, Higher, Stronger...and Richer : London wins Olympics 2012
London wins the bid for the 2012 Olympic Games, bolstered by the show of strength with the presence of David and Victoria Beckham, Lord Sebastian Coe and PM Tony Blair. This will be the most expensive Olympics, made possible by sponsors including Coca-Cola, McDonald’s, Kodak, Visa, Omega, Panasonic and Samsung. What do sponsors get out of such an involvement? Is it worth it?