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And sponsorship deals can ensure a hefty return on investment for the corporations who sign Olympic partnership deals, known as the TOP program.
CNN: Is the Olympics worth more than Google?
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And while some tout the buildings springing up around the Olympic Park as sign the area's prospects are changing, not everyone is convinced there will be takers.
WSJ: London Developers Hope for Olympic-Size Boom
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The sign was being used to promote Olympic events in the city.
BBC: University of Derby removes unofficial Olympic sign
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He looks at the growth of snowboarding over the past ten years and its inclusion as an Olympic event in Nagano, Japan, four years ago as a sign that it's ready for prime time.
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In 2007, Dennis Spurr, a butcher from the Fantastic Sausage Factory in Weymouth, Dorset, was reportedly told to take down a sign showing five sausage rings in the shape of the Olympic logo, with 2012 written underneath.
BBC: London 2012: The great Olympics sponsorship bandwagon
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Karch Kiraly, the assistant coach of the U.S. women's volleyball team and a three-time Olympic gold medalist in the sport, says that physical contact is a sign of closeness.
WSJ: Group Hug: Which Olympic Sport Wins Gold for Touchiest?
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When endorsers sign gold-medal hopefuls, they are banking on the increased attention and visibility that comes with Olympic success to promote their brands.
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