Olympics companies to be allowed to use Games experience in marketing However, with billions of pounds of business currently up for grabs and many UK companies well placed to secure it, pressure has been growing for some kind of relaxation in the rules. The move was welcomed by the Federation of Small Businesses, although it warned that licences needed to be issued promptly to allow British businesses to leverage the experience they gained at the London Games. Many household names, such as construction companies Balfour Beatty and McAlpine, worked on the Games for years leading up to the July opening. Although their participation is widely known about in their industries, they have not been allowed to trumpet their work elsewhere unless they paid to be sponsors. Only official suppliers to the Games, companies that paid millions of pounds to carry the Olympic logo, have been allowed to associate themselves with the event. Around 40 companies paid £700m to sponsor the London Games in addition to the big, regular international sponsors of the event. Companies that receive licences will now be allowed to promote their Olympic role at trade fairs and when going for international contracts. The Government has put aside £2m to help fund the scheme, which will be operated by the BOA.