New York's Olympic organisers have reserved almost all the outdoor advertising space in the city, that's over 600,000 billboards, for the 2012 Olympic Games.
There will also be squads of "brand enforcement agents", to prevent others from profiting from unauthorized ads tied to the Olympics.
Mayor Michael Bloomberg signed an executive order creating a special board, to crack down on "ambush marketing" by advertisers who are not official Olympic sponsors.
These actions are hoped to convince the International Olympic Committee that New York can control its advertising landscape.
However, the IOC may still not be fully satisfied; because the committee requires that host cities, in addition to locking up all available outdoor advertising space for Olympic sponsors, guarantee that prices charged to those sponsors will be capped "at 2004 rates adjusted solely for inflation."
New York does not meet that requirement; the cost of advertising space would be based on the average of rates from 2007 to 2010, plus a 20 percent premium and an inflationary adjustment.
The other cities, except London which has not discussed the issue, have met the rate cap.