Some of us don't know much about super bowl, because it's a single country single sport thing. 2012 Olympic games in London are more universal. I didn't know anything about the super bowl issue.
The IOC always swings a big copyright hammer in every host city, even if a business has existed for a long time.
If there is any business that even remotely has a word starting with "Olymp" (think McDonald's and their litigiousness with the Mc prefix, but worse) in its name, such as a Greek restaurant, they'd better expect to be told to change your name. Local governments play along with the IOC because of the large amounts of money at play.
While the Olympic games are a great thing, the IOC, however, is run just like any other business, and can be just as dirty/evil.
That's a good question (I'm Canadian and can't speak to London). I know most of the small businesses they go after can't afford the legal fees to fight them.
In Vancouver, our House of Commons gave the IOC an exemption that allowed them to go after small businesses:
