Well, well, well...this came as something as a shock when I read the blog of US swimmer Scott Goldblatt, silver medallist at the Sydney Olympics and medal hopeful at Athens. In an August 10 entry, Scott writes about the control that the IOC has over the media covering the Olympics. That it even includes athletes who blog. Yup! Team Canada is unable to blog, although Team USA is allowed so long as the blog doesn't cross over into journalism. But as Scott rightfully points out, where do you draw the line?

The IOC owns everything to do with the Olympics, including the athletes. The sponsors at the games cash in on the athletes who in no way benefit from the billions of dollars spent in advertising rights and privileges. Did you know that no one is allowed into any venue with a Burger King Whopper? Or that all Pepsi cans or bottles have to be abandoned at the gate or you're denied admission? Both MacDonalds and Coca-Cola have paid millions of dollars each for the exclusive rights of their brand at the games, and organisers are doing everything in their power to control what they term "ambush marketing." Tee-shirts bearing competitors logos or names will have to be turned inside out or removed altogether lest they are seen by TV cameras scanning the crowds at events. Even the stewards and volunteers who were supplied with clothes, have to provide their own shoes which must not bear logos that are different from the official sponsor, Adidas.

While I admire the Olympic ideals where "humanity celebrates, embraces and honours sport, and the world realises the Olympic ideals of culture and peace", it's sad to see how commercialised it has become.