On your marks, get set, ker-ching! Which GB stars will convert medals into money?
Jessica Ennis and Paula Radcliffe can expect to make bigger profits from gold-medal performances than male counterparts Bradley Wiggins, Andy Murray or Tom Daley. And relative unknown Anthony Joshua could be the biggest winner of all if he takes boxing gold. Ennis and Radcliffe top a table of Team GB athletes to watch that also puts the Chelsea striker Daniel Sturridge ahead of Ben Ainslie and Mo Farah – if they win, of course.
The selections were made by Scottish Widows, London 2012 Official Pensions and Investment Provider, and Clifford Bloxham of sports marketing company Octagon. Bloxham explains: "Wiggins is a superstar but he's up against Wayne Rooney, Lennox Lewis and Lewis Hamilton for the big UK advertising deals, whereas the equivalent female won't be. One of the problems of cycling is that there are so many success stories, it dilutes each one's star power. If you are one of one you can name your price." And it helps that Ennis and Radcliffe are not as reclusive as, say, top footballers. "The great thing about the Olympians is that you get to know more about the athletes."