Last week, The Sun published an Olympics-themed ad in the paper, with the headline 'The Sun. 2012 is here let's make it great, Britain', and is planning to launch a TV ad later this month.
It also dedicated four pages to the sporting event, including a piece written by London 2012 chairman Seb Coe. It is claiming to be the 'Olympic paper'.
Sister title The Times is hoping to lure in readers with its 'virtual medal table', which it will run up to the start of the games in July.
The Daily Mail, meanwhile, also boosted its sports pages last week with a two-page interview with Coe.
National newspapers are now expected to build up their coverage of the Olympics with specialist supplements and by snapping up former Olympic greats, such as former US 400 metres hurdler Ed Moses, as columnists.
News International agreed a commercial deal in January last year giving it access to Team 2012 athletes and allowing its papers to claim to be 'Official Newspaper of Team 2012'. But it is thought the company has lost exclusive access to Britain's top athletes around the 2012 Olympic Games as a result of the News of the World's closure impacting on media reach.