Sponsorsip gone mad

[icamm]

People going to watch the cricket world cup are having drinks and food etc confiscated if it is the wrong brand. IE not from one of the official sponsors.

So, for example, if you have bought a bottle of Coca Cola and are seen drinking it in the ground it will be confiscated because the official sponsor is Pepsi.

http://news.bbc.co.uk/1/hi/business/2784443.stm

Now I can understand sponsors wanting to get the most from their deal but this, surely, is taking it one step too far. I can even understand them banning sales of non-sponsor products within a certain distance of the grounds but to confiscate someones packed lunch because of this is surely theft. Now if they replaced it with one of the sponsors bands products FOC........