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Brands Seek Rio Gold in New Advertising Playing Field

Dozens of major companies and specialty brands that are not official Olympics sponsors have applied to run advertising campaigns featuring athletes ahead of the Rio 2016 Olympic Games, taking advantage of new rules that are shaking up the business of marketing surrounding the event. U.S. multinationals including Mondelez International, General Mills, Under Armour, Adidas AG  and Gatorade, a unit of PepsiCo, told Reuters they have applied to the U.S. Olympic Committee (USOC), seeking...

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