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Advertisers make $900-million bet on Olympic Winter Games

Advertisers make $900-million bet on Olympic Winter Games

The lighting of the Olympic flame in Russia will launch a nearly $900-million bet by U.S. advertisers that this year's Winter Games will become a feel-good event for television audiences.

Leading up to Friday's official opening of the XXII Olympic Winter Games, most of the attention has centered on difficulties — and not the athletes.

The Sochi athletic competitions will be unfolding against a backdrop of threats of terrorist attacks, allegations of corruption, tense U.S.-Russia relations and protests over Russia's controversial anti-gay laws.