How to market an Olympic medal properly?
«Keeping the athletes' backs free» - what does that mean? It means anticipating situations, analyzing them and giving smart advice. It also means making agreements and ensuring coordination between federations, sponsors and the media. It means saying no and yes, planning, coordinating and implementing. It means dealing with a thousand things in the background, keeping on top of deadlines and schedules, looking for sponsors, overcoming crisis situations and being available almost everywhere and at all times. And what happens when you win an Olympic medal, does it automatically lead to great success?