It will remain the official supplier of bottled water until 2022.

And, with 2012 organisers keen to limit food miles as part of their green strategy, he may even end up an official supplier.

Ticket sales, corporate hospitality and payments from companies to become official suppliers are the other big sources of income.

They are also seeking support from four co-sponsors, who will each pay 150,000, three media sponsors and five official suppliers, in agreements worth 75,000 each.