British Olympic chiefs have clamped down on a bit of guerrilla marketing that saw the country's athletes sporting stylish – but non sponsor-brand - headphones at the games.
Many athletes use headphones to help keep focused before competitions and several have been photographed wearing the Beats by Dr. Dre brand.
The reason for their popularity? British Olympic officials say batches were shipped to hotels outside London where Team GB athletes were staying.
Diver Tom Daley was seen on television wearing them before competing Monday and soccer player Jack Butland tweeted his support for the brand.
But no more. British Olympic Association spokesman Darryl Seibel said Thursday that officials have reminded team leaders of "the importance of protecting our corporate partners" and of rules against endorsing commercial products.
AP