I bet a provocative non-sponsor could mount a successful satirical ad campaign, especially given the national sense of humor:
"A lot of folks will be visiting to Lon-- (cough) to England this summer. Our proud city is hosting the... you know... the thing.
When you're on vacation, why not stay with someone you know? If you're coming to the you-know-what here in you-know-where, you know us. Hotel Whatever: We don't play games here."
The airline Kulula.com did this when there was that big thing where they kicked a ball around in the year between 2009 and 2011 in the country that's towards Antarctica from Namibia.
"A lot of folks will be visiting to Lon-- (cough) to England this summer. Our proud city is hosting the... you know... the thing.
When you're on vacation, why not stay with someone you know? If you're coming to the you-know-what here in you-know-where, you know us. Hotel Whatever: We don't play games here."