Experts estimate the pre-Olympics deals were worth between $2 million and $4 million, with the potential for $3 million or more in earnings in the coming year. That total could increase if Biles competes at the Tokyo Olympics.
Though a new U.S. gymnastics star or two seems to emerge every four years, Daniel Rascher, a University of San Francisco sport management professor, thinks Biles might be an exception. Finding a way to maintain her level of exposure in non-Olympic years is key.
"Simone is a superstar and has the ability to cut across a larger swath of the public's consciousness," he said.