Marketing a time sensitive event

[MPC]

Hi, I'm looking for input on two things.

1 - What is the best way to market products around an event that's going to happen in the future just once. Pretend you wanted to market 2012 olympics, except there is no intellectual property involved. After the event, the site becomes pretty much useless.

2 - What's the best place to sell custom t-shirts, muggs and so on. Basically like a cafepress store, but wandering if there are better options than cafee press.