Despite continuous rumblings of discontent around certain brands reportedly taking over the Games this summer, most people have hopefully realised by now that without the sponsors having invested hundreds of millions of pounds to make the events a success, the Olympics and Paralympics could not have taken place.

Lord Coe, the chairman of LOCOG, has argued that the public needs to be better educated about the importance of sponsorship, while many brands have called for innovation between rights holders and sponsors.

If you put the debate aside for a minute and look at the reality, the Games would have been a huge disappointment without the investment the sponsors have put in. Read more »