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Sports glamour girls cashing in on endorsements before London 2012

London, Sun, 29 Apr 2012 ANI

London, Apr 29 (ANI): Britain's sports glamour girls are banking a lot of money in the run-up to this summer's London Olympics.

Top female athletes Jessica Ennis, Victoria Pendleton, Jenna Randall, Keri-Anne Payne and Laura Bechtolsheimer, have in fact already accumulated hundreds of thousands of pounds, the Daily Mail reported.

The sporting prowess and marketability of the five pin-ups and other Team GB athletes has helped them cash in on the Games by negotiating rises on their endorsements ahead of 2012 and, in some cases, taking on additional sponsors.

"All Team GB athletes, no matter how much their endorsement deals are worth, have probably seen huge pay increases over this last year," Clifford Bloxham, vice-president of Octagon, the sports sponsorship agency that represents stars including Michael Phelps and Paula Radcliffe said.

Ennis' sponsors include Powerade, Aviva, BP and Olay, with these deals estimated to be worth up to 150,000 pounds each.

Her kit sponsorship deal with adidas is thought to be worth up to 320,000 pounds, including performance related add-ons, the biggest such deal for a Team GB athlete.

Pendleton has added three sponsors in the last 12 months, giving her a 50 per cent income boost, to nearly 1 milion pound, but denies that she is simply cashing in on her last Olympics.

Although looks sell, the earnings potential of Ennis and Pendleton are substantially higher than synchronised swimmer Randall, open water swimmer Payne and dressage rider Bechtolsheimer for a number of reasons, including the profile of their sports.

The type of advertising campaigns athletes appear in is also a major factor. TV campaigns are the most lucrative. ther contributing factors include past success and perceived potential for success in the future. (ANI)

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