Post date: Aug 09, 2012 7:28:41 PM
For household names such as sprinter Usain Bolt, it can only enhance his existing high profile, but for lesser known names, cashing in on the opportunity can also be a challenge, as former tennis gold medal winner Boris Becker knows only too well.
He has recently had to deny rumours of hardship, but admitted he made his success pay.
"Lots of international or national big corporations will as you to do commercials or use your image rights because you have done something very credible.So obviously most athletes realise that once the Olympic Games is over and you've done well, there is the possibility to actually be financially rewarded for it," he said.
Becker, the youngest ever winner of Wimbledon and holder of six grand slams has been the face of several ad campaigns.
Twenty years after winning Olympic gold he is still making money from tennis - as an ambassador for Visit Britain and a professional public speaker.
For the stars of the 2012 Games getting the right deal is vital.
Jonathan Marks represents a sporting hall of fame, including cyclist Bradley Wiggins.
He said the contracts offered after a big win should be treated with caution.
"You may get judged very quickly by the wrong TV advert or the wrong campaign. And a lot of the good will you have built up on the field of play suddenly disappears because you are not looked at credibly," he said.
But with most track and field athletes not on fixed-term contracts, endorsement deals can make up the majority of their earnings.
"There have been plenty of gold medalists who have come out of an Olympic games and maybe in London who will say, look I've got this, this is what I have done, what now? And they have been disappointed or their expectations haven't been met," he added.
But Team GB's current poster-girl Jessica Ennis is reportedly set to treble her annual earnings to at least 3 million GBP (4.6 million USD) following her win in the Heptathlon.
She was already one of the most endorsed athletes and says her contracts with companies such as Olay, are essential.
"Sponsorship is really important as an athlete, you know you train really hard and to have that support from your sponsors is brilliant and I've been here today with Olay and they've looked after me, I had a lovely pampering day and it's just really nice when you have the support in the last few months leading into the games and after."
The man of the moment Usain Bolt is perhaps the ultimate example of the value of gold.
Since his sprint double in 2008 his earnings rose to around 20 million USD a year.
Winners past and present discuss the financial rewards of winning a medal at the Olympics in terms of sponsorship and media opportunities post-Games.
LONDON, ENGLAND, UNITED KINGDOM (AUGUST 2012) (REUTERS) - As athletes from around the world celebrate their victories at the London 2012 Olympics, just what is the post-Games value of winning big on this global stage?