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World Business Report: First broadcast 2016/08/15 17:32 GMT: How Do Sponsors Cash-in on Olympic Stardom?

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How Do Sponsors Cash-in on Olympic Stardom?

First broadcast 2016/08/15 17:32 GMT

First broadcast 2016/08/15 17:32 GMT: How Do Sponsors Cash-in on Olympic Stardom?

BBC World Service - World Business Report, How Do Sponsors Cash-in on Olympic Stardom?

Usain Bolt is the world's fastest man but what does it mean for his sponsors?

In the past 24 hours, Usain Bolt has been described by some as the greatest athlete who has ever lived. He's won the Olympic 100 metres a record three consecutive times.

In case you've just returned from a trip to space without a radio, he won gold at the 100 metres in Rio - the first person in history to win the medal three times. For most of his career, he's had a sponsorship deal with the sportswear giant Puma. But when we checked earlier today, Puma's US website didn't even have a reference to Bolt on its front page. So what's behind this apparent lack of appreciation? We talk to Matt Powell, sports industry analyst from The NPD Group. Meanwhile, the accounting giant PWC is facing a $5.5 billion dollar damages claim from the victims of a US banking collapse. And Zambia's President has narrowly won re-election - despite mounting economic problems. Photo by Peter Macdiarmid/Getty Images.

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