Rebecca Adlington's double gold medal success will ensure her lucrative earnings from sponsorship and endorsement deals, with her potential boosted by the fact the Olympics are coming to London next, say experts.
Kevin Roberts, editorial director of sports-industry analysts Sport Business Group, said Adlington's success could not have been better timed. 'I don't think any British athletes since Coe and Ovett have had the same platform as these guys have as we build up to 2012,' he said. 'The coincidence of it being London's Games next means there is an enormous spotlight on these people.'
He added that sponsors of the 2012 Games would all be looking to sign up British Olympians as their ambassadors, and that Adlington was in pole position. 'She appears to be an extremely engaging and articulate person,' he said. 'And those are the qualities sponsors look for in a really big way. It's not just a question of being a winner in the pool, or on the pitch. The people who will really make money are those that have sporting prowess and a personality to match. So she has got more opportunity than any previous generations of swimmers have had.'
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