There was uproar this week as Lord Coe said on Radio 4 that the Olympic organising committee had a duty to protect the 'rights of sponsors' and that people wearing a Pepsi T-shirt would not be able to gain entry to the Olympic venues in order to protect official sponsors Coca-Cola.
So has Olympic sponsorship gone too far?
Coe told the Today Programme: "The organising committee pretty much raises all of its money through that area and we do it through sponsorship and we do it through broadcasting rights. And when you have big British businesses that are prepared to really invest in the Games, you have the responsibility to protect them... You probably wouldn't be able to [walk in] with a Pepsi T-shirt because Coca-Cola are our sponsors and they've put millions of pounds into this project but also millions of pounds into grassroots sport. It is important to protect those sponsors."
In this instance he was soon contradicted by a Locog spokesman who said that spectators were allowed to wear any clothing they chose - and it was only employees in the venues that had to follow specific rules regarding what they could wear.
The confusion had arisen over rules in place in order to stop 'ambush marketing' . As it explains on its website, Locog will refuse admission to anyone wearing: "Any objects or clothing bearing political statements or overt commercial identification intended for 'ambush marketing'".
The issue is a charged one. Sponsorship has raised £700 million for the Games - without which taxpayers would have ended up forking out even more than the £11 billion so far estimated.
However, in order to secure the sponsorship, Locog has had to agree to certain specific rules, which have started to get under our skin. As we reported last week, it means we can't buy chips anywhere other than McDonald's, or spend on any card other than Visa at the venues.
There was even a question mark over whether athletes would have to appear on the podium in their socks.
Clearly the games needs sponsorship. However, it begs the question of whether it really needs it that much. If we're already spending £11 billion, would it really be so very different to spend £12 billion and wear what we want, eat what we like, and feel less like a corporate sponsored walking advertisement?
What do you think? Let us know in the comments.
10 of the biggest consumer rip-offs
Will wearing Pepsi t-shirt get you Olympic ban?
Using a mobile phone to make and receive calls, send texts and browse the web while abroad can be extremely costly – especially if you are travelling outside the European Union (EU), where calls can cost up to 10 times as much as at home.
To avoid high charges, Carphone Warehouse suggests tourists ensure a data cap is in place, use applications to check data usage, turn off 'data roaming', avoid data-intensive applications such as Google Maps and YouTube and use wi-fi spots to update social networking sites.
Payment Protection Insurance (PPI) is supposed to help people to continue meeting their loan, mortgage or credit card repayments if they fall ill or lose their jobs. However, policies are often over-priced, riddled with exclusions and sold to people who could not make a claim if they needed to.
At one point, sale of this cover - which was often included automatically in loan repayments - was estimated to boost the banks' profits by up to £5 billion a year.
Now, though, consumers who were mis-sold PPI can fight back by complaining to the bank or lender concerned and taking their case to the Financial Ombudsman Service (08000 234567) should the response prove unsatisfactory.
It could be you, but let's face it, it probably won't be. In fact, buying a ticket for the Lotto only gives you a 1 in 13.9 million chance of winning the jackpot.
With odds like that, you would almost certainly be better off hanging on to your cash and saving it in a high-interest account.
No-frills airlines such as EasyJet may promote rock-bottom prices on their websites. But the overall fare you pay can be surprisingly high once extras such as luggage and credit card payment fees have been added - a process known as drip pricing.
Taking one piece of hold baggage on a return EasyJet flight, for example, adds close to £20 to the cost of your flight, while paying by credit card increases the price by a further £10.
It may therefore be worth comparing the total cost with that of a flight with a standard airline such as British Airways.
Cash advances, which include cash withdrawals, are generally charged at a much higher rate of interest than standard purchases.
While the average credit card interest rate is around 17%, a typical cash withdrawal of £500, for example, is charged at more than 26%.
What's more, as the interest accrues from the date of the transaction, rather than the next payment date, costs will mount up even if you clear your balance in full with your next payment.
Supermarkets such as Tesco and Asda often run promotions under which you can, for example, get three products for the price of two.
However, it is only worth taking advantage of these deals if you will actually use the products. Otherwise, you are simply buying for the sake of it, which is a waste of your hard-earned cash.
Buy a train ticket at the station on the day of travel and the price is likely to give you a shock - especially if you are travelling a long distance at a busy time of day.
However, you can cut the cost of train travel by 50% or more by going online and making the purchase beforehand - especially if you book 12 weeks in advance, which is when the cheapest tickets are on sale.
Other ways to reduce the price you pay include avoiding peak times and taking advantage of so-called carnet tickets, which allow you to buy, for example, 12 journeys for the price of 10.
Most High Street banks offer packaged accounts that come with monthly fees ranging from £6.50 up to as much as £40, with a typical account charging about £15 per month.
Various benefits, such as travel insurance and mobile phone insurance, are offered in return for this fee. But whether or not it is worth paying for them depends on your individual circumstances.