War minus the shooting

摘要

As the costs of sports sponsorship rise, some firms opt to break the rules. The Winter Olympics in Turin is the site of brutal combat, dramatic rivalries and tests of cunning and will. As for the athletes, they also compete. But the real battle is among corporate sponsors, who have put up more than $1 billion over the past four years to support the event-and now must stay one step ahead of firms that have paid nothing, but still seek to use the games to flaunt their brands.