Rio 2016 sponsors are taking an extra step to prove their commitment to the Games and forever marry their brands to the Olympic rings: They’re hiring Olympians.

Rory McIlroy’s official unveiling with sports giant Nike took on Academy Award presentation proportions but with the world number one denying his reputed $200m (€150m) deal is about the money.

David Beckham is rapidly turning into the biggest South-east Asian marketing icon to emerge from sports in years.