Athletes, 2012 Olympics | featured news

Olympic stars who sparkled in London are raking in millions in an unusually active endorsement season, reaping the benefits as Americans show a hunger for heroes after five years of tough economic news.

The seven missing in London. That's what the headlines in the West African nation of Cameroon call the athletes who walked away from the Olympic village at the London Games.

Usain Bolt is the biggest rock star in track and field and gets paid like it with appearance fees that can reach $350,000 and half a dozen global sponsors that contribute the bulk of his $20 million yearly income. He is the top-earner in the history of the sport.

At the 1988 Olympics in Seoul, Ben Johnson dominated what had been billed as the greatest footrace in history, easily beating American Carl Lewis to win the gold medal. Johnson’s record time of 9.79 seconds vaulted him to hero status in Canada and turned him into an instant international icon.