The Business of the Olympics

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From sponsorships to broadcast rights, from superstar endorsements to grass-roots social media, the competition for gold at the Olympics is as intense among businesses as it is among athletes. NBC Sports Group Chairman Mark Lazarus discusses multi-platform coverage of the Games, author Jack McCallum ("Dream Team") examines the financial impact of the NBA's Olympic involvement, marketing executive Ed Horne assesses the sponsorship marketplace, and PlayUp USA CEO Dennis Lee demonstrates his company's Olympic app.

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