The business days are now well under way -- and the streets of London are paved with branding gold . According to Luc Bardin , group chief sales and marketing officer of top-tier sponsor BP , the biggest benefit is the association with such a powerful brand . There are eleven global ` ` top - tier '' sponsors of the games , each paying around $ 100 million . The investments are fiercely protected by the police . The attraction is n't just sales -- it 's being involved in the second most valuable sport in the world .
The business days are now well under way -- and the streets of London are paved with branding gold . There are eleven global ` ` top - tier '' sponsors of the games , each paying around $ 100 million . The investments are fiercely protected by the police . The attraction is n't just sales -- it 's being involved in the second most valuable sport in the world .