Gatorade's Olympic Sponsorship: Worth the Cost?

So, here's the question: Is the high cost of an Olympic sponsorship worth the money or was Gatorade smart to leverage this way? And what are your thoughts on the ad?

http://adage.com/article/news/gatorade-highlights-real-olympic-presence/236721/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage

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