To what extent does advertising a product at a sporting event increase sales? In light of the London Olympics, the relationship between sporting events and advertising is under greater scrutiny by British companies than ever before. Research suggests that in the year prior to the Games, twelve percent of adults talked about the Olympics on a typical day. With this in mind, it is estimated that more than one billion pounds have been invested in the Games in the form of sponsorship from companies. In return for their investment, the exposure gained by sponsors is now legally protected by statute to prevent non-official sponsors from profiting.