Since Sir Robin Wales, the mayor of Newham, suggested Elizabeth Park as the title, there has been a general consensus that the Elizabeth Olympic Park would be more appropriate.
What's in a name: An aerial View of the 2012 Olympic Stadium
More from Charles Sale. CHARLES SALE: New Ivory Coast boss Sven Goran Eriksson 'to help plug' London's Olympic stadium31/03/10 CHARLES SALE: TV trumps fears of Cardiff v Swansea derby violence30/03/10 Charles Sale: Paul Nicholls in clear on sale 'kickback' 29/03/10 Charles Sale: Roman Abramovich takes on England for 2018 World Cup28/03/10 Charles Sale: Warring Premier League bosses to unite for referee recovering from cancer26/03/10 Charles Sale: Spurs fight agent on £500,000 claim from Wilson Palacios' transfer 25/03/10 CHARLES SALE: Nicholls' new book rekindles old feud25/03/10 CHARLES SALE: BBC splash out on a second South Africa World Cup base23/03/10 VIEW FULL ARCHIVE But the right to use the word Olympic following the 2012 Games willdepend on the BOA's agreement, and they want to license its use for thepark title for a fee. Whitehall consider that an improper use of publicfunds.
The row is further fuelled by the fact that the BOA led the oppositionto the Elizabeth Park name, saying they had not been properly consultedand wanted Olympic in the title to add to the 2012 legacy.
A BOA spokesman said: 'There are wide-ranging discussions going on andone of the many options on the table is that we would get paid for alicensing deal over the Olympic title, but nothing has been agreed.'
Chelsea's 12 goals in their last two Premier League games and theirstrong challenge for the title don't seem to have inspired the StamfordBridge faithful.
The club are having to advertise including postersat Fulham Broadway station seats for their next home match againstBolton on April 13.
England all-rounder Stuart Broad (right) has joined the playersdeserting traditional bat manufacturers in his case Gunn & Moore to sign a more lucrative in his case £70,000 a year endorsementdeal with adidas, comparative newcomers to the sport.
The agreement means Broad must change his trusted Gunn & Moore batfor the new adidas Libro, commissioned by the German firm from anIndian factory importing English willow.
The adidas cricket stable include marquee names Sachin Tendulkar and Kevin Pietersen.
There is speculation among the Dubai business community that the deathof Sheik Ahmed bin Zayed Al Nahyan after his glider crashed into aMoroccan lake, might impact on the ruling family's massive investmentin Manchester City.
Sheik Ahmed, the brother of the United Arab Emirates president, wasmanaging director of the Abu Dhabi Investment Authority and is thoughtto have the last word on City's spending. But City claim SheikMansour's ownership is a private equity arrangement that has nothing todo with the Dubai Government or the world's largest sovereign wealthfund.
FA hit by power cutIt will concern those in football looking for sponsors that energysuppliers E.ON have opted to pull out of the national game entirelywhen their four-year backing of the FA Cup ends this season.
The company couldn't find the right vehicle with which to continue their football sponsorship and were also frustrated to lose out to arch rivals npower for the Football League title deal.
An E.ON spokesperson said: 'Following a detailed review, we've decidedto move our UK sponsorship strategy in a different direction andconsider alternative options.'
E.ON call their FA Cup endorsement 'a great success', despite majorproblems when the Football Association switched TV partners withoutagreeing E.ON's rights to promote their brand during programmes andchief executive Paul Golby's welcome message being left out of the FACup final programme.
Sports journalist Matthew Syed is on the Labour Party's shortlist ofsix to defend the relatively safe seat of Middlesbrough South and EastCleveland at the General Election.
The former England table tennis No 1, who fought the Tory stronghold of Wokingham in 2001, has long held political ambitions.
But it remains to be seen what party members at the selection meetingin Guisborough tomorrow make of the strong-willed Syed, who backedex-Formula One boss Max Mosley during his sex scandal but condemnedTiger Woods for his double life.