The pressure to win during the 2014 Sochi Olympics is nearly as intense for marketers as it is for the athletes themselves. Just like there are medals handed out during the Games, there are winners and losers in advertising. It's a huge stage for marketers. Companies pay as much as $100 million for exclusive rights to sponsor Olympic teams, while others shell out tens of thousands hoping to score gold by backing individual athletes. The catch? Advertisers' fates are often tied to external factors. There were a number of distractions this year due to controversy over security, gay rights laws and Olympic preparedness in Sochi.