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Skittles created a 'Super Bowl' ad for a single teenager instead of buying official ad space, generating buzz and circumventing official channels.

Eurostar heavily promoted discounted fares 'to the Olympics', despite not being the official partner, which was SNCF.

Bavaria beer had Dutch models wear orange dresses in a stunt, overshadowing official sponsor Budweiser.

American Express ran ad campaigns implying sponsorship or affiliation with the Olympics, despite Visa being the official sponsor.

Kodak sponsored broadcastings and Olympic-themed advertising, despite Fuji being the official sponsor.

Under Armour supplied non-sponsor apparel to athletes, taking attention away from official sportswear sponsor Nike.

Beats by Dre distributed headphones to players and was heavily featured despite Sony being the official sponsor.

New Balance used its association as the 'Official Running Shoe' of the Boston Marathon to overshadow Adidas, the main sponsor.

Qantas used the slogan 'Spirit of Australia' and had heavy marketing, despite Ansett Australia being the official airline.

MasterCard was the official sponsor, but American Express used the slogan 'You don't need a Visa to make it to the World Cup.', insinuating its involvement.

Nike launched the 'Find Your Greatness' campaign at the same time of the Olympics, without being an official sponsor like Adidas.