Team GB have been medalling like crazy during the past five weeks, but where will those pieces of gold take their owners?
According to sports marketing expert Clifford Bloxham, London 2012 could earn certain athletes serious earning power.
"One thing to recognise is that these athletes compete for one-four Olympic Games, whereas the average working life is 40 years," says Bloxham who works with Scottish Widows.
"Athletes need to play their cards right and invest in their future, as the increased attention doesn’t last forever."
Yet when it comes to the factors that secure the best endorsement deals, Bloxham notes it's not just about winning gold.
Factors To Attract Sponsors
Being female – it is easier for females to win the big sponsorship deals as male athletes need to compete against other famous faces from rugby, F1, football etc
Being liked by the public – Andy Murray’s interest grew hugely after the tears at Wimbledon
Having a story to tell – British Mum Paula Radcliffe was expected to be in the top two, before having to pull out
How internationally recognised the sport is – Boxing athletes will do better than gymnasts
So how will Team GB's Olympics medal winners fare...?
Sponsorship money predicted: £2-2.5 million first year, £6-7 million over 4 years Likely sponsors: Health and beauty, lifestyle, travel, nutrition Attributes for sponsors: attractive, likeable, interesting story Longevity: Good, now she is retired she will have more time to give sponsors, increasing her potential earning opportunities Global PR UK: UK Photo Credit: Andrew Milligan/PA Wire
Sponsorship money predicted: £650,000- £850,000 first year, £2 million over 4 years Likely sponsors: sports nutrition products, power/strength related products Attributes for sponsors: likeable, approachable, link to the northern part of the UK Longevity: Good, will always be the first female boxer to win an Olympic gold medal for Team GB Global or UK: UK Photo Credit: Ian West/PA Wire
Sponsorship money predicted: £1.5-2.2 million first year, £11 million over 4 years Likely sponsors: global brands, aspirational lifestyle products i.e. cars, travel related brands. Attributes for sponsors: a winner, global recognition, high profile, consistent media presence. Longevity: Tennis and football are the best year round sports for visibility, with tennis benefitting from 4 high points (the Grand Slams) during each season. Global or UK appeal: Global Photo Credit: Rebecca Naden/PA Wire
Sponsorship money predicted: £2.2-2.6 million first year, £6-7 million over 4 years Likely sponsors: Endurance products, cycle clothing, bike related brands, energy products i.e. cereals, drinks. Attributes for sponsors: a winner (achievement of Tour win and Olympic Gold is a first), strong musical interest - 'mod' culture influence, distinct personality, individualistic attributes (the sideburns), bi-lingual (french speaking). Longevity: The annual Tour De France ensures at least one high profile event a year Global or UK appeal: The UK and Europe Photo Credit: John Giles/PA Wire.
Sponsorship money predicted: £2-3 million first year, £8-10 million over 4 years Likely sponsors: Sports drink, health and beauty, sportswear Attributes for sponsors: a winner, great personality, attractive, radiates health Longevity: Yes, will remain in the public eye, although limited opportunity in high profile events until the World Championships (2013) and Commonwealth Games (2014). Global or UK appeal: UK Photo Credit: Anna Gowthorpe/PA Wire
Sponsorship money predicted: £750,000-1 million first year, £5 million over 4 years Likely sponsors: endurance and health products, family orientated brands Attributes for sponsors: likeable, approachable, father figure, interesting story Longevity: Olympic achievement ranks him alongside the best. Global or UK: UK Photo credit: Martin Rickett/PA Wire
Sponsorship money predicted: £2-2.4 million first year, £6-7 million over 4 years Likely sponsors: minimal sponsorship opportunity; betting, media, power/strength related (if he stays amateur, he stands to make as much as 90% less!) - the majority of his income would come from fighting. Attributes for sponsors: he's a winner, the history of super-heavyweight champions at the Olympics, his story, his size. Longevity: Good, boxers can fight up to 4 or 5 times a year. Global PR UK: Currently UK, but could become Global very quickly. Photo credit: Nick Potts/PA Wire