A sampling of the more bizarre examples of strict enforcement of branding restrictions against non-Olympic sponsors:
Pimms, that quintessentially English liqueur, cannot be listed on any menus during the games, even at Wimbledon, where tennis is taking place and where Pimms is as traditional as strawberries and cream. The gin-based drink, which is not an Olympic sponsor, is instead being referred to as "No. 1 Cup."
And the Goodyear Blimp, ubiquitous at sporting events around the globe, has been stripped of any corporate reference, prompting more than a few double-takes from sky-gazing fans.
Some journalists have been surprised to see Olympic workers taping over the logos on their Dell and Apple computers, since neither company is bankrolling the games, and the U.S. women's soccer team has been told not to hand out its media guide because it has 12 small logos of its sponsors — which are not official Olympics 2012 backers.