Wine merchants Oddbins has said that non-sponsors of the Olympic Games have been treated by LOCOG as ‘beggars on the gilded streets of the Olympic movement’.
The company is planning a counter-strike for the next three weeks, with censored window posters.
As well as the window display campaign, anyone who comes into an Oddbins branch wearing Nike trainers and has in their pocket a set of Vauxhall car keys, an RBS MasterCard, an iPhone, a bill from British Gas and a receipt for a Pepsi bought at KFC to receive 30 per cent off their purchase.
Ayo Akintola, managing director at Oddbins, said: “The London Olympics is a once-in-a-lifetime opportunity for the whole of the UK’s business community to come together to support our fantastic athletes and celebrate an awe-inspiring festival of sport.
“But thanks to LOCOG (London Organising Committee of the Olympic and Paralympic Games), any business without the tens of millions of pounds required to join the cabal of multinational brand partners for the Games are reduced to the status of beggars on the gilded streets of the Olympic movement.
“We have taken steps to ensure our planned window displays do not flout any of these asinine rules, but we are doing this primarily to highlight the absurdity of the fact that the British people - who are paying for these games - are at the same time being subject to ridiculous rules. Even though our window designs will be within the rules, we would not be surprised if LOCOG goes loco.”