Season 1

Tonight, we look at Brand Policing, the efforts by the London Organising Committee (LOCOG) and the International Olympic Committee (IOC) to protect sponsors underwriting the Games. We'll also spend some time in the pool with Stephanie Rice and Nick D'Arcy, wondering what it takes to attract an endorsement contract these days.

This week, the world's fastest ad space, Usain Bolt. From the outside, he looks like a purpose-built marketing machine.

This week we look at ambush marketing, ask if all sponsor money is good money, and wonder what the mascot designers were thinking. Adidas paid $63 million to be an official games sponsor, but surveys keep showing most people think the sponsor is Nike.

This week on Gruen Sweat we wrap up the 2012 Olympics. As London basks in the afterglow, who were the real winners?