Britain’s Rio Medal Surge Leads to Race for Commercial Gold
- Team GB eyes 60 percent increase in Olympic-related revenue
- Britain became first nation to win more medals after hosting
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After its athletes broke records at Rio 2016, Britain’s Olympic Association is eyeing a different type of gold.
The group that oversees Team GB, one of the biggest success stories of this year’s Olympics, is targeting a revenue boost of as much as 60 percent by the time the games head to Tokyo in 2020. While host nations have until now suffered a decline in the number of medals they’ve won in subsequent Olympics, Britain enjoyed a post-host surge that puts it in a privileged position to negotiate with sponsors.