Racking up gold medals in sports like gymnastics or swimming on the world’s biggest stage is lucrative. (Just ask Simone Biles or Katie Ledecky.) Now, Suni Lee and Caeleb Dressel are looking at a seven-figure windfall.
“People will remember that and empathize with him,” Delpy Neirotti says. “A star like this is also relatable to others, and when he breaks down and shows emotion like that, he’s relatable.”
However, a key caveat of the new ruling is that non-Olympic sponsors can’t mention the Games in their brand advertising, so as to maintain Olympic sponsor exclusivity. Rule 40 is still a work in progress, according to Brant Feldman of American Group Management, which represents Olympic and Paralympic athletes for endorsement deals. With each Olympic federation interpreting the provision in its own way, there are regulatory questions that need to be sorted out. “It’s way more complicated than that,” Feldman says.
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