"The public do get it. They do understand that Coca-Cola has paid, Pepsi hasn't, so Coca-Cola should be entitled to provide the soft drinks, but what's that got to do with a flaming torch baguette in a café?"
As the world's media descend on London for the Games, several international outlets have pointed out that London does not seem in a party mood. And it's not only down to the weather. For the Diamond Jubilee the streets and shop windows were covered in Union Jacks, Will and Kate mugs, tea towels and the like. This time round "you don't see any references to the Games in shop windows or on the streets – people are too scared", one small business owner was reported as saying by The New York Times.
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Stories of the overzealous behaviour of the Locog's brand-protection team have dogged the torch relay and created much ill feeling towards the Games. In Plymouth a café was told to take its "flaming torch breakfast baguette" off the menu. A florist in Stoke-on-Trent was told to remove an Olympic rings window display made from tissue paper, or risk a £20,000 fine, under laws set out in the Olympic Games Act of 2006.
Yesterday, Evan Davis, presenter of the BBC Radio 4 Today programme, challenged Lord Coe, the Olympics supremo, on whether he would be allowed to turn up to an event in a Pepsi T-shirt. Lord Coe told him: "No, you probably wouldn't be walking in with a Pepsi T-shirt because Coca-Cola are our sponsors ...