Comment by archangel_one

That's exactly the same problem, isn't it? If someone were to pay to be the Official Provider of Carparks to the games, they don't want everyone else to be able to write something which makes it look like they are too. For a slightly more realistic example, lots of places are providing food to people attending the event, but McDonalds pays a lot of money so that they're the only ones that can advertise as "London 2012 Restaurant" or whatever.