Actually it's worse. All video footage belongs to the IOC. In other words, athletes don't own their image at the Olympics. This is true with the NCAA too, by th

Actually it's worse. All video footage belongs to the IOC. In other words, athletes don't own their image at the Olympics. This is true with the NCAA too, by the way. And the NFL. So if a company signs an athlete to wear their tennis shoes (for example) any image from any olympics, the IOC gets a fee. Not the athlete (of course the athlete is begin paid anyway).