Rapper Dr Dre has caused a stir at London 2012 by supplying his own branded headphones to Team GB and other athletes.
Olympic organisers have enforced strict rules in an attempt to ensure that only official sponsors can be promoted in and around the Games but the rap legend passed host nation players special Union Jack-decorated versions of his Beats technology.
Great Britain men's goalkeeper Jack Butland wrote on Twitter: "Love my GB Beats by Dre," before spreading the word by informing women's star Karen Carney that representatives from Dre's company "are around [...] I’m sure they’ll bump into you soon".
Competing athletes had been informed by organisers Locog before the Games that they were not allowed to promote non-sponsor companies on social media or blogs, with Team GB tennis player Laura Robson deleting one such tweet about the headphones to avoid trouble.
England players had been seen using the headphones at Euro 2012 as a way to block out noise and avoid questions from the press, a trend that has continued in London.
USA swimmer Michael Phelps, who recently broke the record for the most medals ever won at the Olympics, is among the stars of the pool who have been seen wearing the devices so far at the Games.