There is more to winning or losing an Olympic gold medal than pride - as the cash rewards from marketing athletes suggest.

        "Diving Queen" Guo Jingjing is one of the most successful female athletes in marketing thanks to her success at the Beijing Olympics, as well as her healthy and pretty image.

        One of Guos major sponsors, Japanese electronics giant Toshiba, said Guos image matches the companys global impression of being "perfect".

        It is planning to launch a new series of promotions involving the diving superstar, who has four gold and two silver medals.

        Another reason for Toshibas support of Guo is her popularity. A survey on "who was the best female athlete at the Beijing Olympics", conducted by Sina.com and Titan Sports, put Guo top.

        During the Chinese gold medalists visit to Hong Kong last week, tickets for Guos diving performances sold quickest, with people queuing a day in advance for a chance to see her in action.

        In 2002, after winning both the 1m and 3m springboard titles at the World Cup, Guo joined male diver Tian Liang, as the face of Chinese beverage company "Aodeli".

        At the Athens Olympics, Guo won two gold medals and was signed up by such famous brands as Red Earth, McDonalds, Toshiba, and Coca Cola. Her income from TV advertising alone rose from 600,000 yuan ($87,900) to 1 million yuan.

        In 2005, Guo appeared for the first time on the Forbes list of Chinese celebrities, which gave her annual income as 10 million yuan.

        In Julys Chinese Celebrity in Sports list, Guo was the richest female athlete in China with an annual value of 15 million yuan, ranked third overall after NBA superstar Yao Ming and 110m hurdles icon Liu Xiang.

       Her fortune should increase after the Games with some reports speculating her personal wealth will reach 100 million yuan.

       This will be a bonus for Kenneth Fok Kai-kong, the grandson of the late tycoon Henry Fok, who is reportedly set to marry the diver.

Super Dan soaring

        Badminton world No 1 Lin Dan is going to become another marketing phenomenon after he grabbed the mens singles gold medal, a sweet victory after his first-round exit four years ago in Athens.

       Lin has long been a target of sponsors thanks to his glittering career, fashionable lifestyle and handsome image.

      Even the Athens flop did not prevent companies from signing him up and the 2008 Forbes list of Chinese celebrities, released in March, ranked him 18th, with an annual income of 12.5 million.

        Lins major sponsors include Pepsi, Yili Group, Gatorade, FedEx and LOreal and each sponsor deal is from 1 million to 2 million.

        With success in Beijing his career is prime time fodder and his love affair with womens world No 1 Xie Xingfang is adding to the excitement.

       His annual wealth is expected to reach around 30 million for the coming year.

       Even the shoes Lin wore during his final match at the Games could be worth a small fortune. A local newspaper reported they could be worth as much as 500,000 yuan.