BERLIN, Germany
The business of Bolt is getting better. And not only for Jamaica's freshly minted world champion sprinter.
Usain Bolt's sensational 100 metres run at the IAAF World Championships in Athletics here on Sunday, when he shattered his own world record with a time of 9.58 seconds, earned him a gold medal.
However, his financial rewards are also expected to multiply in the coming weeks, with sponsors and meet organisers already lining up to cash in on his rapidly rising fame, according to the star's advisers.
Figures changing
"The figures are changing, man," Bolt's manager, Norman Peart, said Monday while in attendance at the Olympic Stadium, site of the World Championships. "Much, much, much, much more."
Bolt's rivals on the track, including national teammate Asafa Powell, who finished third in the 100 metres, and silver medallist Tyson Gay of the United States, could also be in line to reap a windfall as track - driven by possible showdowns among the three - again moves towards the spotlight as an international sporting spectacle.
According to the management team of the two Jamaicans, appearance fees for the world's best sprinters, especially Sunday's top three, could take a quick hike in the wake of Bolt's outstanding performance.
Bolt reportedly earns between US$200,000 (J$17.8 million) and US$250,000 (J$22.25 million) per race. Add endorsement contracts and he appears set to be a very wealthy man.
Powell, too, a former world record holder who reportedly can command between US$80,000 (J$7.1 million) and US$150,000 (J$13.35 million) per appearance, can expect a pay increase as well, following his solid showing in the final.
"I think he did himself well by getting that bronze medal," said Powell's agent, Paul Doyle, Monday. "Performing the way he did was a big thing."
Both Peart and Doyle said they have had an increasing number of telephone calls from companies interested in their clients' services.
Bolt already has major sponsorship deals, including Puma and Gatorade. More are being lined up. Airline, technology and refreshment industries are possible options, according to Peart.
No rush
However, the manager explained there is no rush. Following Bolt's brilliant triple world record performance at last year's Olympic Games in Beijing, China (100m, 200m and 4x100m), Team Bolt plotted a deliberate course towards the World Champs, predicting the star would shine again, thereby increasing his marketability even further.
The wait-and-see approach could prove a master stroke.
"We were concentrating from Beijing last year," said Peart. "We'd taken on one or two new deals, but we'd said we wanna get this performance done at Berlin first. So we had a few things in the fire from about mid-year coming down. Obviously we said we ain't rushing nobody ... ."
Further earnings
What could push the athletes' earnings even further is the re-emergence of Powell as the legitimate third sprint threat, following Bolt and Gay, who reportedly can command between US$100,000 and US$150,000 per appearance.
While some believe the American's stock may have fallen after Bolt took his world title, others think the rivalry between the three top sprinters will benefit all of them. Even Bolt's handlers concede the star cannot do it all by himself.
"You can't have Bolt just alone running, running, running by himself," said Peart.
"It's competition, so you need people. At the end of the day it's good to know he can be challenged and (we) welcome that."
Bolt's stock will take another meteoric jump if he lands the 200-metre gold, as expected, today. Coupled with his popular personality, the sprinter has become a marketer's dream.
And although the next match-up of the top three sprinters could be delayed by injuries being nursed by Powell and Gay, for now their representatives are smiling.