An illuminated insert is set into the integrated head restraint of each of the four sports seats.
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Bentley is eager to give it to them in both old-school and nouveau-riche style: Along with a 12-cylinder engine that delivers 610 horsepower, the concept SUV sports diamond-quilted leather seats, handcrafted wood, leather and gunmetal trim, and built-in iPads for each passenger.
However, on Sunday empty seats could be seen at several sports, including basketball, volleyball and tennis.
London 2012 chairman Lord Coe insisted Olympics venues were "stuffed" with sports fans, after a row about empty seats on Saturday.
As late as 1997, Sports Illustrated paid big money for 20 VIP seats for clients to travel on the Concorde to Spain with the U.S. Ryder Cup team for the matches at Valderrama.
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It will release seats in batches of three to four sports each day to avoid a stampede for showcase events.
But Howard acknowledges that strategy gets tricky for a big market team struggling to sell pricey seats and make money through its regional sports network.
Hosting sports events is a way not only to fill seats on the weekend, but find customers during the day, and on weeknights, typically dead times for the theater business.
The fans cite evidence of other grounds, overseas and in other sports, where standing room is allocated, and where seats can be installed temporarily to allow for European competition regulations.
The sports car look of the cabin is almost entirely achieved by the seats, but that feel is so reinforced by the firmer ride, the rasp of the exhaust and the quick reflexes of the engine and suspension that you can't help but think you're really in a posh rocket sled.
The NFL and other professional sports leagues have generally opposed lifting blackout rules, arguing that they help teams sell seats for home games.
The remaining one million Olympic tickets, to all sports, will go on sale to the British public next year from the contingency seats, once venues are tested and licensed, and operational plans are completed.
At some venues, seats in the accredited "Olympic family" areas - reserved for groups including officials, sports federations, athletes, journalists and sponsors - have remained empty.
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