With headline sponsors Paying a mint for official Olympic association perhaps it’s understandable that the organisers didn’t want every Tom, Dick or Harry jumping on the London 2012 bandwagon.

Let’s face it the likes of McDonalds wouldn’t have been too happy to see a repeat of the guerrilla style marketing techniques used so successfully at the last World Cup. Remember how a Dutch beer company upstaged the tournament’s official beer brand with its orange clad supporters?

So with church ladies forced to rename their ‘Olympic’ Flower Festivals and bakers banned from artfully displaying doughnut rings, it was clear that brands would have to be super inventive in order to align themselves with the event, unless they were prepared to pay through the nose.

But in the end it was a piece of cake for a small Birmingham bakery, where patriotism, timing, old fashioned hospitality and great baking proved a winner.

With Birmingham playing host to the Jamaican team, Sunrise Bakery baked a batch of welcome cakes for the team and also supplied a three tier cake, which was the centrepiece of a pre-Olympic gala dinner.

And sprinter Yohan Blake reportedly took such a liking to the bakery’s products he asked for supplies to be sent to the Olympic Village.

Bakery boss Errol Drummond said: “You couldn’t pay for this level of exposure. We’ve had calls from all over the UK and around the world from people wanting to know more about our products. Think how much McDonald’s paid for its Olympic sponsorship. And we’re just a small bakery in the West Midlands.

“We’re developing a link with the Jamaican track and field team. It’s early days but we’re hoping to use this to target a premium marketplace.”

And if it was gold for Sunrise then it was a silver for Birmingham – with Usain Bolt paying tribute to the city after winning his second gold medal.