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Yes, the modern Olympics is a celebration of sportsmanship and competition. But it's also a global marketing binge--a risky one in the wake of the worst recession since World War II. A look at the business, and the games, of the Games.
Going For Gold
Olympians To Watch
Tom Van Riper
These skiers, skaters and snowboarders have the talent and personalities to spin gold into endorsement riches.
Olympic Fees Steal The Gold
Laurie Burkitt
NBC watches as Vancouver gold goes down the drain.
Olympic Broadcasting Model Is Broken
Michael K. Ozanian
Even if the economy recovers, the rights fees per hour of programming is going to fall further.
What It Costs To Raise A Winter Olympian
Tom Van Riper
If your kid has the talent, get ready to spend long hours--and big money--making it happen.
Top-Earning Athletes Of The 2010 Winter Olympics
Christina Settimi
America's Shaun White and South Korea's Kim Yu-Na top the list.
Videos
Olympic Boom Or Bust?
NBC will lose money on the 2010 Olympics--and Vancouver may too.
Highest-Earning Olympic Athletes
Snowboarder Shaun White attracts big sponsors, while others struggle.
Featured Stories
Insiders' Guide: 2010 Vancouver Olympics
Crai Bower
Travel, dining and entertainment options to make the most of your visit.
Most Competitive Olympic Rivalries
Tim Kiladze
These winter sports battles are among the most memorable--and some will reignite in Vancouver.
Ten Biggest Blunders In Olympic History
Monte Burke
It's the missed opportunities, slips, spills and errors in judgment that often make the Games so enjoyable.
The Man Who Predicts The Medals
William Heuslein
Economist Daniel Johnson says Canada will be the big winner at the Vancouver Games. He's been right before.
Strangest Olympics Sports In History
Eric Arnold
Think ski jumping is weird? Look back at some of the demonstration sports of the past.