Many of the merchants in Dresden have chess displays to support the Olympiad. Here one from a shoe store.
This is one the chess train for the Dresden Olympiad!
Chess Daily News from Susan Polgar
Chess Fever in Dresden
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I think they are supporting themselves as much or more than they are supporting the event.
It’s called empathising with the customer.
I myself ‘support chess’ and have lots of books and DVDs for sale.
I support myself with a 5 gallon jock-strap.