The roads are blocked. Hundreds of lycra clad individuals have descended on the capital. The white tracksuit clad 'Jimmy Saville Tribute Act' that is the Torch Relay has finally made it's way to the centre of the events and those odd creatures, Wenlock and Mandeville are suddenly ubiquitously littering the streets. That's right, London  2012 is upon us and with it comes the enforcement of sponsor credential. There is a distinct division between those who believe that the corporate sponsors should be congratulated for supporting (financially) an event of this magnitude. And there are those who believe that it is the global evil of our times where corporate power overpowers moral responsibility. But I think there is a clear winner outside of the corporate sponsor boundaries.

A recent survey suggested that more people thought Nike were a London 2012 partner than the actual partner Adidas. In recent days Adidas have ramped up their presence - particularly smart was the David Beckham photo surprise in the Westfield Shooping Centre. 

Nike, however appear to have had their ambush marketing campaign in place for a considerable time and are making the most out of their opportunity as a non-sponsor. Launching this week is their new TV commercial and the everyday athlete is the star. The you or me, who feeling inspired by the heroic levels of athletisicsm about to grace our TV screens may feel inspired to take a run in the park and realise that a new pair of trainers are needed - and being a more everyday athlete, perhaps this is the brand for me? 

Also of note is their dominance in London's underground stations, particularly at Oxford Circus where you can conveniently arrive outside their flagship store. 

Not known for their quiet subtelty, Paddy Power have also made use of key outdoor space and have created some interesting poster ads to greet commuters from the overground lines at stations such as Kings Cross and London Bridge. Their message is in typical Paddy Power humour (celebrating that they are sponsors of the 'Biggest Athletics Event in London.Ahem... London, France that is' - and in case you're wondering, the event itself is an egg and spoon race) has been hauled up for running too close to the mark.

But what both of these brands have achieved, is plenty of press coverage for their efforts. So for all the media space and planning and creative outlay - the one thing they have absolutely guaranteed, is more editorial space than their official corporate sponsor counterparts.

Well, let the games begin - and may the best brand win!

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