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 .
The business Olympics 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 branding police . The attraction is n't just sales -- it 's being involved in the second most valuable brand in the world .