Competitive Edge - Sports & Entertainment Marketing News

Olympic athletes see more sponsorship opportunities


Tokyo 2020 athletes are cashing in on more personal sponsorship opportunities compared with past Games.

Why it matters: Marketing deals are an important income stream for competitors, nearly 60% of whom say they are not financially stable.

What they’re saying: Restrictions “unfairly hinder Olympians’ ability to monetize themselves at the peak of their marketability,” Patrick Quinn, a 20-year sports marketing consultant and agent, tells Axios.

Click here to read the story at

Discussion Questions:

  1. What is endorsement?
  2. Why is endorsement important to many Olympic athletes?
  3. What does it mean for an Olympic athlete to “monetize” themselves, as described in this news story?
  4. Why do you think restrictions were in place that, according to this story, could potentially hinder an Olympic athlete’s ability to monetize themselves?
  5. Why do you think so many Olympic athletes are not financially stable?
  6. Why would a brand want to partner with an Olympic athlete?
  7. Would any brand make sense as a partner for any Olympic athlete? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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