BT, one of the sponsors of the London 2012 Olympics, faces a large bill for its sponsorship of the Games.
BT will provide communications services (estimated at being around £120M) for the event in return for publicity worth around £50M-£80M.
This leaves BT with a shortfall of between £40M-£70M.
The question is, who will bear the cost of this shortfall?
A cynic might argue that it will be BT's customers.