The Week: Advertising news - Cadbury deal sews up 2012

Cadbury has extended its sponsorship deal with London 2012 to include its Trident chewing-gum brand in a move that will give it a monopoly on all confectionery sold at official Olympic outlets.

The deal also gives Cadbury the rights to use the London 2012 branding on products as well as marketing rights to TeamGB and ParalympicsGB.