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Elite athletes find key to corporate success
For Cathy Freeman and Ian Thorpe and now Stephanie Rice and Michael Phelps Olympic success has literally brought fame and fortune … but their high profile success is not just about the colour of their medals. With the Olympics just over I can’t help but think of all the other athletes who won medals and wonder how many of them will end up with amazing sponsorship and media deals like Cathy, Ian, Stephanie and Michael. Not many I’ll bet. And with the Paralympics just begun, how many of these athletes will capitalise on their talent and success with lucrative sponsorship and media deals? Maybe even less.

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