The business the Beijing Olympics are now well under way -- and the streets of UK are paved with branding gold . There are 280 global `` top-tier '' sponsors of the games , each paying $ 100 million . The Olympics is the second most valuable brand in the world , after Apple , according to a report by Brand Finance . The investments are fiercely protected by branding police . The attraction is n't just sales -- it 's being involved in the second most valuable brand in the world .
The business the Beijing Olympics are now well under way -- and the streets of UK are paved with branding gold . There are 280 global `` top-tier '' sponsors of the games , each paying $ 100 million . The investments are fiercely protected by branding police . The attraction is n't just sales -- it 's being involved in the second most valuable brand in the world .