Being the best just isn’t enough to make a living from sport

Usain Bolt understood that setting the world on fire with his athletic feats would not immediately transfer to personal riches – he had to do more.

Kris Rhim

Sep 1, 2023 – 5.44am

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Raven Saunders watched Usain Bolt’s rise closely. The shot-putter knew she could never be like Bolt, one of the most popular and recognisable track and field athletes ever, nor was she looking to be. But she was taking notes.

Bolt set world records as a sprinter, but it wasn’t just his speed that made him one of the wealthiest track and field athletes of all time. His charisma and his signature celebrations helped make him marketable.