Much like a giant sponge, the London Olympics 2012 is expected to drain worthwhile projects and charities of much needed funding; as companies tip all their resources into the Olympic bucket.
Charities and sports and cultural events throughout Britain, are prepared to lose out as the cash call by London's Olympics committee for £750M drains them of their normal sources of income.
The question is whether the vast sums of money that companies spend on Olympic advertising, which ends up financing the IOC, is really earning them any additional revenue.
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