I was reading up on SEGA's latest facebook status and found this:
Celebrate the start of the Winter Olympics with Vancouver 2010 in the Square this weekend. Compete against each other on Vancouver 2010 and Mario & Sonic at the Winter Olympic Games in front of thousands on the giant outdoors screen in Trafalgar Square. This could be your chance for glory!
That sounds really awesome, and really fun too.
There's also a blog post on the sega blog about it...
http://blogs.sega.com/europe/2010/02/12/vancouver-2010-in-the-square/