] Strict regulations published by Athens 2004 last week
] dictate that spectators may be refused admission to
] events if they are carrying food or drinks made by
] companies that did not see fit to sponsor the games.
]
] Sweltering sports fans who seek refuge from the soaring
] temperatures with a soft drink other than one made by
] Coca-Cola will be told to leave the banned refreshment at
] the gates or be shut out.

Usually they just ban all outside food and drink as a "security measure." In this case they've tipped their hand.

SBN: Olympics marketers tip their hand