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Volume 24 No. 114
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Medal Stand: BMW Gets The Gold For Win-Win Sponsorship With U.S. Bobsledding

Each day during the Winter Games, THE DAILY offers our take on the business performances of some of the people, sponsors, broadcasters and other entities around Sochi.

GOLD: BMW -- The automaker's program with the U.S. bobsledding team is a textbook case of a win-win sponsorship. USA Bobsled has certainly benefitted from the faster sleds that BMW helped design, while BMW has utilized smart marketing to promote that relationship and its brand.

SILVER: U.S. FREESKIING -- The men's freeskiing team dominated the slopestyle competition, becoming the first U.S. team to win Gold, Silver and Bronze since '02. Joss Christensen, Gus Kenworthy and Nick Goepper threw down big runs and went a long way to boost Team USA's medal count, which had been lagging up until today.


BRONZE: DOW CHEMICAL -- The Michigan-based company has sponsored USA Luge since '07 and contributed some of its technology and expertise to the redesigned sled that Erin Hamlin rode to Bronze on Tuesday. Its efforts were critical to Team USA's first individual medal in luge ever.

TIN: SOCHI MEGASTORE -- From the outside, the megastore looks every bit as big as London's. It is a huge building with long lines that can take more than an hour to get through. But the interior is half the size of the exterior, which is why lines are long. Plus, it is laid out in a way that would drive a retail consultant crazy. T-shirts, a staple at most Olympics, line a wall at checkout and are not even on display. That has not seemed to hurt sales too much, which topped $600,000 on the first day it was open, but it no doubt has not helped them, either.