Women's title promises golden future

As well as the glory, the young woman who strikes gold in the Olympic figure skating is destined to make millions of dollars as sponsors rush to sign her up to advertise their products.

Success in one of the most popular events at the Games has been a guarantee of riches for generations and Sochi will be no exception. The leading American contender is named Gracie Gold, which seems fitting enough.

"Figure skaters have that grace and charm and can leverage it not just by doing endorsement deals but by performing for audiences around the world," said Michael Principe, CEO of athlete representation company TLA Worldwide.