London Olympics serving the ‘corporate’?

Dozens took to the streets of London in protest against what they called the "corporate" London 2012 Olympic Games. Those marching claimed they were protesting against an Olympics apparently serving to help improve the reputations of the event's sponsors through association. One of the protests organisers and spokesman for the "Counter Olympics", Julian Cheyne explained the rationalisation behind the march.London Olympics serving the 'corporate'?