Brand extensions and merchandising go hand in hand with the Olympics. Though here in the 2010 host city we have yet to find pin trading stations on every corner and the official Olympic clothing is only really suitable to wear apres ski in Austria or on a Red Sea beach if you're a Russian oil Czar. The anticipated brand invasion has yet to occur.
But, Olympic merchandise is starting to quietly pop up in unexpected places. My local high priced extra fancy grocery store now carries Olympic Syrup. Call me a brand evangelist, but I kind of like it.