On your marks, set, go ... the race is on for Olympic gold. But just how much can a gold medal be worth?
Sprinter Dafne Schippers of the Netherlands has been tipped to be one of the stars of Rio 2016.
The 24-year-old Schippers is one of the favorites to win the 100 meters and 200 meters at Rio 2016.
She is currently sponsored by Nike and five Dutch companies but could earn millions in endorsements if she wins double sprint gold in Rio.
Jamaican Shelly-Ann Fraser-Pryce (C) beat Schippers and Veronica Campbell-Brown of Jamaica to win gold in the women's 100m at the the World Athletics Championships at Beijing National Stadium on August 24, 2015.
Schippers started out playing tennis before switching to track and field.
Initially Schippers concentrated on heptathlon before switching to sprinting in 2014.
Schippers in action during the women's 4x100m relay final at the European Athletics Championships at the Olympic Stadium on July 10, 2016 in Amsterdam, Netherlands.
Schippers celebrates with her Dutch teammates after winning gold in the women's 4x100m relay final during day five of the European Athletics Championships at the Olympic Stadium on July 10, 2016 in Amsterdam, Netherlands.
Schippers celebrates after winning the women's 200m during the 2016 IAAF Oslo Diamond League athletics meeting at the Bislett Stadium in Oslo, Norway on June 9, 2016. ud / AFP PHOTO / NTB Scanpix / Heiko Junge / Norway OUTHEIKO JUNGE/AFP/Getty Images
The wealth that potentially may come the way of Schippers after Rio is a far cry from when Dutchwoman Fanny Blankers-Koen swept to a record four athletics gold medals at the 1948 London Olympics. Blankers-Koen was given a new bicycle by the city of Amsterdam upon her return to the Netherlands.
Jamaica's Usain Bolt holds out his spikes as he interacts with spectators after winning the men's 200m at the IAAF Diamond League Anniversary Games athletics meeting at the Queen Elizabeth Olympic Park stadium in Stratford, east London on July 22, 2016.