Mean-spirited Olympics chiefs have already banned frisbees, flags and oversized hats in a list of oppressive rules to keep ticketholders under control at the Games.

But now it has emerged sports fans will also be hauled out of official venues for daring to wear a Pepsi T-shirt - simply because it is not an accredited sponsor.

In the latest example of the increasing dominance of commercial sponsors in international sport, the draconian law was revealed by Olympic chief Sebastian Coe today as he defended claims of a heavy-handed approach to protecting endorsers' rights.