A decent general overivew of olympic athlete marketing in LA Times
http://www.latimes.com/business/custom/admark/la-fi-nuolymarket16-2008aug16,0,702703.story
Recognizability of past olympians is best described/analyzed here:
Consider the divergent post-Olympics sports marketing careers of the first two American women to win the all-around gymnastics gold.It's been 24 years since Mary Lou Retton's golden moment at the 1984 Los Angeles Games, yet 75% of Americans still recognize her name, according to Davie Brown Talent, a division of Marketing Arm, a Dallas-based promotions agency. In contrast, only 10% recognize Carly Patterson, who won the all-around gold in 2004 at Athens.
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