Retailers face fines of up to 20,000 pounds just for combining "games" and "2012" in summer promotions, as the International Olympic Committee and London organizers aggressively protect the Summer Games' 53 sponsors. Many are finding generic ways to allude to the Olympics. "The usage of Olympics in terms of logos et cetera is a very restricted area, and we’re not in that category, but we'll certainly be part of the strong celebrations," said Marks & Spencer CEO Marc Bolland.