It is draconian, they way they attempt to enforce these franchises. That having been said, they have spent a lot of money, and one would imagine that within that contract is a condition of exclusivity.Whilst I can understand the business logic, it still grinds my gears that such corporate giants have also enjoyed large tax breaks for their sponsorship -in addition to these draconian brand protection measures.
I just hope the negative PR that they are receiving works to bite them in the backside, and that consumers vote with their feet.
It would be a much better scenario were you to have 100s of small local sponsors contributing to the costs, rather than just a few corporate giants. It would help local economy and offer some genuine choice to the consumers.