NAGANO — Beyond the venues where some of the world’s top athletes are competing for Olympic medals, another battle is under way in this city.

Central Square, where Olympic victory ceremonies are held, has been the hottest area for companies trying to gain high visibility. Adjacent to the square, Kentucky Fried Chicken opened a new shop in December, and now competes with McDonald’s, a worldwide Olympic sponsor. “Since many people gather for the victory ceremonies, we expect our sale proceeds to jump during the Olympic Games,” said a Kentucky Fried Chicken spokesman, who also expressed hope that the eatery has a chance to appear on television.

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