Money matters to losing athletes

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 Guo's major sponsors, Japanese electronics giant Toshiba, said Guo's image matches the company's global impression of being "perfect".