Wrong brand.

In my naïvety I thought the decision to rename the Ricoh Arena (where Coventry City play their football) as the City of Coventry Stadium for the football matches being held there as part of the Olympic Games was to assist foreign fans travelling there by giving it its geographical name.  How dim am I?  The reason quite simply is that Ricoh are not official sponsors of the Games and therefore are not allowed to advertise.  Presumably if it was called the Coca-Cola Arena that would be OK.