The US Committee isn't much better. Ravelry, a knitting and crochet online community, has finally gotten big enough that the US Olympic Committee has found out we've been running a Knitting/Crochet competition during the Olympics called Ravelympics. We were actually told in a form letter that we were denigrating the athletes. It was not a nice letter.
We've renamed them the Ravellenic Games, and some knitters are threatening to boycott the Olympics, it pissed them off so much. I just find it petty and annoying. We are different enough to not threaten their TM, which they got by Congressional decree, since Olympic would not be trademarkable otherwise. The name has been around for 2000+ years for pete's sake.
Frankly, the whole thing has gotten way too commercial. I'll be watching some bits, but it just doesn't pull me in like it used to.