When the media industry realized that there was a lot of money to be made in the sports industry, they went looking for players to promote their products to sell to millions of families around the world, via In 2002 there was an increase in international audiences, which equated to increased revenue for the championship. NBA athletes have emerged as new role models and sports heroes gaining baseball-like appeal with the endorsement of Babe Ruth cigarettes, as opposed to NBA players advocating more family-friendly products. One of the most important testimonials in the history of sport is Michael Jordan, he brought millions of dollars to Nike and to his own slavery with his own sneaker division he grosses almost 100 million a year after retirement. Olympic athletes also got a taste of the financial pie with the growing knowledge of athlete marking and branding, Olympic gold medalist Mary Lou Retton gave the American public the "girl next door" image, her performance at the Olympics made advertisers watch her because she was the light at the end of the dark tunnel founded on disapproval surrounding the sport. She became the first woman to be on the front of a Wheaties cereal box that broke out for female athletes