They're worried about another company creating the illusion that they are in fact an exclusive Olympic partner when they have not acquired that right. That's their worry. They believe that being an Olympic partner is profoundly important; it's quite powerful. They want to be seen as the companies that have supported Canada's games. They want to be known as the one in that category. They've all competed for that right.
On June 4th, 2007. See this statement in context.