Olympic season means seeing faces of the world’s best athletes plastered across all types of brands. The condensed timing of the games (17 days), the high viewership, and the industry peer pressure for every brand to have an Olympic campaign (I never did understand this) ensure that everywhere you turn this month you’ll see your favorite brand logo crowded with a smiling athlete. On a walk through a U.S. supermarket this week, I counted 12 different Olympic sponsorship programs… in one aisle.