Now, British Olympic Association spokesperson Darryl Siebel has said that officials have reminded team leaders of "the importance of protecting our corporate partners" and pointed out that rules are in place that prevent competitors from promoting commercial products and brands during the Olympic Games.
The International Olympic Committee has a rule, rule 40, which allows organisers to disqualify competitors who promote their own sponsors, either on the field of play or online. It is believed that the field of play also includes the area behind starting blocks in the Aquatics Centre, for example.
Will the IOC be able to enforce the ban? I'm a little dubious. After all, would the IOC actually disqualify Phelps -- who holds the record for most medals ever won by a single Olympian -- for wearing Sols instead of Panasonics (the official sponsor) -- especially given that Phelps isn't being paid by Sol to wear their headphones? And after checking NBC's feed this morning, it's clear that at least some athletes are still wearing Beats.
So, for now, at least, it's on, and the IOC may be forced to either stay quiet, or actually start kicking out decorated athletes because they insist on wearing their own headphones when they're getting ready for their events.
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