It's not always how they play the game. Personality, showmanship and charisma help set an athlete's earnings after winning an Olympic medal.
Annual earnings a marketable U.S. woman figure skater can expect after winning an Olympic gold medal: $1 million or more; silver medal: over $750,000; bronze medal: $500,000. Nancy Kerrigan's expected take if she wins the gold: nearly $2 million the first year
Average earnings for "less marketable" (less photogenic, articulate and believable) Olympic champions: 25 percent less
Annual pre-Olympics earnings range for a downhill skier on the World Cup tour: $0 to $250,000; after winning a medal: $500,000 to $1.5 million
Estimated annual U.S. corporate spending on sports-related marketing: $23.5 billion; money spent signing athletes for endorsements: $500 million
HOW THEY BRING IN THE GOLD It's not always how they play the game. Personality, showmanship and charisma help set an athlete's earnings after winning an Olympic medal.
FIGURE-SKATERS
Touring ice shows 50 pct.
Personal appearances 22 pct.
Professional competitions 22 pct.
Endorsements 6 pct.
DOWNHILL SKIERS
Endorsements 99 pct.
Professional competitions 1 pct.
USN&WR -- Basic data: Marco Entertainment Inc. and International Management Group