I wonder if they put the job out to tender. Greasyjet would have done it cheaper.
You obviously don't have a good head for business :-)
I'm sure airlines were bidding to PAY to carry the flame. Sponsorship is everything for the olympics. You can't buy tickets with a Mastercard because Visa is the official credit card sponsor. You can't take your own soft drinks into events because ... well you can guess who is the official drinks supplier.
Looks like it cost BA £40m..
Olympics: British Airways signs as official airline for 2012 | Sport | The Guardian
BA's deal gives it marketing rights to the 2012 brand and the airline will undertake community projects around the Games as well as providing travel bursaries to aspiring athletes. BA fought off competition for the airline slot from Virgin, which has a commercial arrangement with UK Sport, the body that funds elite athletes.