I can't even begin to imagine this happening at an event here. People would riot.
The Interational Olympic Committee -- whose high-horse is well and truly elevated when it comes to lecturing atheletes about doping -- is policing spectators at the games to ensure that they aren't toting brand-marks for their sponsors' rivals. Penalties for buying the wrong product range from confiscation of your goods to being forced to wear your t-shirt logo-side-in. The worst of it is the steaming craopla from the IOC official who says "We have to protect official sponsors who have paid millions to make the Olympics happen." Oh, rilly? Or what? They won't sponsor the Olympics anymore? Earth-to-official: companies sponsor your games because they're important and lots of people watch them, not because they can be assured that Olympic venues will be swept clean of rival logos.
I wonder what the sponsors thing of this. I'm sure this is not the kind of publicity they wanted from the Olympics. I wonder if we'll be hearing comments from the sponsors on this now.