Details of some aspects of the sponsorship opportunities at the London 2012 Olympics main stadium were leaked yesterday.
According to reports, all the 90,000 seats are now linked into an electrical grid and can be activated individually.
Sponsors can pay to have their logo's displayed by a process called people pixelation, whereby only the seats that form the logo of the sponsor are activated and the people then stand up rapidly thus displaying the sponsors message.
Already signed up are "Preparation H" hemorrhoid cream and La-Z-Boy recliner chairs.
However, rumours than Kim Jung Il of North Korea has paid $5m to force everyone to stand up when he enters the stadium have not been confirmed.