Gruen Sweat

Tonight, we look at Brand Policing, the efforts by the London Organising Committee (LOCOG) and the International Olympic Committee (IOC) to protect sponsors underwriting the Games. We'll also spend some time in the pool with Stephanie Rice and Nick D'Arcy, wondering what it takes to attract an endorsement contract these days. And, of course, a Pitch: a campaign to convince us that a 100% tolerance, no holds barred, all performance-enhancing drugs allowed Olympics is the best way forward.

This week, the world's fastest ad space, Usain Bolt. From the outside, he looks like a purpose-built marketing machine. Why is he worth $20 million a year in endorsements? And what will happen if he doesn't win? Also, our experts discuss the controversial London 2012 logo, analyse the TV ads broadcast over and over in the Olympic coverage, and vote on a Pitch challenge to get Aussie Rules accepted as an official games sport.

This week we look at ambush marketing, ask if all sponsor money is good money, and wonder what the mascot designers were thinking. Adidas paid $63 million to be an official games sponsor, but surveys keep showing most people think the sponsor is Nike.

This week on Gruen Sweat we wrap up the 2012 Olympics. As London basks in the afterglow, who were the real winners? Who among our athletes will turn medals into lucrative sponsorship deals and who will go without? How has Brand London fared? Will Usain Bolt play 20/20 cricket in Australia? Could Matthew Mitcham be any cuter? So many questions...