Chinese Web portal Sohu.com is making moves to solidify its position as the sole provider of Olympic-branded ads, reports The Wall Street Journal.

Sohu became the official - and exclusive - internet sponsor of the 2008 Beijing Olympics two years ago, to a tune of about $30 million. It now wants to sow up all online advertising from other potential sponsors of the Games.

The company has been informing ad agencies that ads from sponsors bearing the Olympics logo can only appear on Sohu.com. That's left agencies scrambling to figure out what to do with the ads they've created.

While the declaration would only affect advertisers in China, the country's large - and largely wired - citizenry cannot long be ignored by media mavens.

Sohu employees will be supplying content to the Games' official website, which was created by the company. That, some say, gives them a leg up on coverage of the competitions, which could make other news organizations largely irrelevant.