Sponsoring the London 2012 Olympics

To stage the Olympics there's no doubt you need a big budget. London 2012's organizers have raised almost half their 2-billion-pound balance sheet through sponsorship. But how valuable is it to be an Olympic sponsor and if you're not, can you cash in anyway? As the Games draw near and the ad campaigns ramp up, Olympics Correspondent Louise Beale has been finding out. (Source: Bloomberg)

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