Skier Lindsey Vonn is the big story of the 2014 Winter Olympics, marketers say, with a comeback narrative and a high-profile relationship with Tiger Woods separating her from the pack of potential athlete sponsors. She will be prominent in an upcoming Under Armour campaign for cold-weather gear. Other athletes that have lined up big-brand sponsorship deals include snowboarder Shaun White, bobsled competitor Lolo Jones and Alpine skiers Julia Mancuso and Ted Ligety.

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