More than 20 percent of online retailers have referred to the Olympics in their promotional materials in recent weeks. But unless they're official sponsors, they can't directly use trademarked Olympic symbols or even the word Olympics. So many have had to get creative, using language such as "go for the gold," "podium" or "world-class" to catch the attention of fans.
NBC's coverage of the London Olympics is a ratings hit - which can present a problem for other networks looking to lure viewers, especially those dedicated to broadcasting sports. John Ourand is a media reporter for Sports Business Daily, and he's been checking to see what else is on.
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At the London Summer Olympics, it's one star-studded 200-meter race down and one to go - today. American Allyson Felix won the women's 200 last night and was part of a U.S. track and field medal-winning binge. The Americans took seven medals at Olympic Stadium, helping push the Americans past arch-medal rival China in the overall race.
Two big gold medal matches of the Olympics are set for tonight in London. Both involve American women's teams with extraordinary incentives to win.
In water polo, the U.S. women are trying to end 12 years of frustration and finally take the gold. And in soccer, the Americans have a chance at redemption. They play Japan, which beat them in last year's World Cup final in a game-ending shootout.