At the 2008 Summer Olympics in Beijing , the IOC worked with the local organizing committee to develop a " robust brand-protection program " ; logos of non-sponsors were covered with tape on equipment at Games facilities — a restriction that applied even to appliances , bathroom fixtures , elevators , and fire extinguishers . However , there was a high-profile ambush during the opening ceremony ; former Olympic gymnast Li Ning , who founded an eponymous Chinese shoe company , lit the Olympic cauldron . The Li-Ning company was not an official sponsor of the Games ( but did act as an equipment supplier for some of China 's teams ) , and Li wore Adidas apparel for the sequence per its official sponsorship . On the first trading day following the ceremony , Li-Ning 's share price increased by 3.52 %
opening ceremony
2008 Summer Olympics opening ceremony
Ambush marketing