Master of the obvious here - The power of Olympian celebrity is most pronounced leading up to and during the Olympics.
Perhaps no better example is the national commercial partnership between Shannon Miller and Claritin:
http://www.youtube.com/watch?v=VlNBfbVL35c
Yes, she is a medalist many times over, but her notoriety and marketing appeal is significantly lower than other past Olympic gymnasts including but probably not limited to Mary Lou Retton, Kerri Strug and Dominique Dawes.
Best Guesstimate on Compensation (assumes a comprehensive deal with with appearances and perhaps speaking engagements for Claritin) - $150,000 per year
Dealmakers:
Athlete Rep: Sheryl Shade
Company:
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