Apart from bridging the gap between the big multinational and the consumer this marketing strategy also provides employment opportunities for South Africans.

CNN: How big brands reach Africa's 'next million' shoppers

Corporations can legally become associated with the London 2012 Games in two ways: First, multinational firms may seek exclusive marketing rights through The Olympic Partner program (TOP).

FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions

For example, how to improve the profitability of a minerals company, reorganise the head office of a major multinational, or improve the marketing effectiveness of a retailer of consumer goods.

BBC: News | The Company File | Who needs management consultants?