I wrote some time ago of the draconian powers being mooted for the ODA's Boot Boys, a private army of 'enforcers' who are being empowered in regulations made under the Olympics Act to tear down, cover up, confiscate, exclude and hide any advertising or message within the Olympics Zones that challenges the official sponsors. Olympics sponsors have sole right to display their brands and logos within the zones, and the government are making sure the Boot Boys have powers to prevent any 'ambush marketing' by competing brands trying to sneak into camera views of the VIP convoys streaking down the Zil lanes and suchlike.
The appointment of Heineken as Official Beer Sponsor will give the Boot Boys a hoppy conundrum. You see, across the whole of East London the local breweries used to proclaim their houses from afar by the prominent badging at high level of gable walls and the like. 'Take Courage' is perhaps the best known, but Fullers, Ind Coope and others still decorate East London's brickwork, as prominent as you like, and as permanent.
I'd imagine any attempt to cover over, obscure or remove such brand advertising within the Olympic Control Zones would result in popular fury - particularly since the official beer is 'foreign'. And if they're going to be left alone, it's an ideal opportunity for Britain's brewers to, er, refresh them a bit before the games. Maybe some neon. Or flourescent paint. C'mon guys - let's give the Olympic sponsors the finger.