The Paris 2024 Olympics are almost here. Today, however, each Olympian is no longer *only* a world-class athlete.

In our age of social media, influencer culture, and NIL deals, building a personal brand is almost as important as training for your event. Olympians are now expected to score brand deals, represent charities, and be leaders outside of their sports.

Perhaps the most famous Olympian expected to compete this summer is the most decorated gymnast of all time: Simone Biles. A powerhouse in the gymnastics world, Biles also boasts a slew of impressive sponsorship deals that mirror her personal values.

By partnering with brands that have tie-ins to causes important to her, Simone Biles’ sponsorships read as authentic – and successfully draw attention to said causes in the process. More covertly, they also communicate who Biles is off of the podium.

The front page of her website includes a “Brands I Believe In” section. Her “Sponsors” page states: “Power. Perseverance. Passion. Are these hallmarks of your brand? These three ‘P’s’ form the foundation of Simone Biles’ success.” Equating her personal values with the missions of the brands she works with makes it clear that her partnerships are more than deals – they speak to who she is.

And it’s not just talk. Biles is the face of Powerade’s “Pause is Power” campaign, an initiative that challenges the idea of “winning at all costs” and sacrificing mental health. This partnership directly correlates to the backlash she faced at the Tokyo Olympics in 2021 when she withdrew from the team and all-around finals due to a case of the “twisties.” By promoting the importance of taking a “pause,” Biles helps normalize the importance of mental health in athletics, shedding a much-needed light on a taboo topic in sports. At the same time, she successfully parlays her own bad press into a sponsorship deal, benefitting her personal profits while amplifying a worthy cause.

Biles also partnered with Friends of the Children, an organization providing support to foster children. A foster child herself, Simone emphasized the importance of organizations that provide foster kids with resources for a better future. Leveraging her own experience, she’s made the importance of having a consistent mentor from childhood through high school a key message for her brand. This partnership serves two purposes: it raises awareness for an important issue close to home, and it also positions her as someone who cares and gives back to her community. It tells us that however many medals she may earn, she hasn’t forgotten where she came from.

Front and center on Biles’ website is another sponsor: Athleta. Biles left her Nike sponsorship in 2021 in favor of Athleta’s mission of empowering women and girls. Biles is part of Athleta’s Power of the She Collective– an initiative that uplifts women and girls in sports through programming and grants. From launching a women-only gymnastics meet to advocating for survivors of sexual abuse, Biles positions herself as a true champion for young girls and female athletes at every turn.

This is a very explicit example of Biles’ determination to tackle tangible issues with her personal brand. Teenage girls stop playing sports at higher rates than their male counterparts, citing factors like self-consciousness in ability and body image. Grant funding and female athlete representation through Athleta’s Collective supports Biles’ personal value of empowering women in sports and contributes to keeping girls engaged with the sports they love. In turn, Biles cements herself as a true champion for women and as a role model for young female athletes.

Beyond her gymnastics talent, Simone Biles sets a premium standard for the impact athlete-brand partnerships can have, and what an authentic, meaningful partnership looks like. Heading into Paris 2024, all eyes are on Biles again as she gears up for another Games. No matter what happens out there, she wins a gold medal from us in brand building and PR.