How Do Sponsors Cash-in on Olympic Stardom?

Available for over a year

In case you've just returned from a trip to space without a radio, he won gold at the 100 metres in Rio - the first person in history to win the medal three times. For most of his career, he's had a sponsorship deal with the sportswear giant Puma. But when we checked earlier today, Puma's US website didn't even have a reference to Bolt on its front page. So what's behind this apparent lack of appreciation? We talk to Matt Powell, sports industry analyst from The NPD Group. Meanwhile, the accounting giant PWC is facing a $5.5 billion dollar damages claim from the victims of a US banking collapse. And Zambia's President has narrowly won re-election - despite mounting economic problems. Photo by Peter Macdiarmid/Getty Images.