Olympics = $$$$
Everyone knows that the Olympics are a big deal. The best international athletes in the world compete on the largest stage with gold on the line, and money in the air. The Olympics are supposed to be special because athletes have the honor of representing their countries. This is actually a big deal to most, but so is the opportunity to profit from their efforts. These athletes have worked for years without pay, so their few moments in the spotlight are their chance to cash in.
My favorite sponsorship plug comes from the skiers (notably aerials and ski jumping). After the completion of each run, most athletes are quick to get one ski off and up on their shoulder. Getting the sponsor's name into the spotlight and putting money in the athletes' pockets.
The Olympic creed states that, "The most important thing in the Olympic Games is not to win but to take part, just as the most important thing in life is not the triumph but the struggle. The essential thing is not to have conquered but to have fought well."
For the athletes in these Olympic Games it seems that cashing in is just as important, and frankly, I don't blame them.