Greedy bastards at work, is all. How I hate all that crap.

"Strict regulations published by Athens 2004 last week dictate that spectators may be refused admission to events if they are carrying food or drinks made by companies that did not see fit to sponsor the games."

"Staff will also be on the lookout for T-shirts, hats and bags displaying the unwelcome logos of non-sponsors. Stewards have been trained to detect people who may be wearing merchandise from the sponsors' rivals in the hope of catching the eyes of television audiences. Those arousing suspicion will be required to wear their T-shirts inside out."

Link to the long and disgusting story