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Russia invested a massive US$50 Billion into the preparation of the 2014 Winter Olympics games. The country is unlikely to see a return on its investment. However, Russia may exit the Olympics with a better international image if the games go well as incoming travelers will be greeted with up-to-date transportation, hotel accommodations and attractions. Companies such as Procter and Gamble, Samsung and Coca-Cola have already launched massive advertising campaigns for the Olympics, bringing attention to the games and to Russia. A strong Russian Olympic team is also important as winning gold medals promotes national pride and consumer confidence, something of great importance to a country with low economic forecasts.

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