What’s subsequent for Michael Phelps?

Phelps' biggest grant to swimming: Money

Michael Phelps has won some-more medals than any other Olympian — ever.

But now that he’s finished his final competition in Rio, what’s subsequent for a swimming superstar?

The 22-time bullion medalist currently has contracts with Under Armour (UA), Omega and Aqua Lung, that creates MP branded swimsuits. And many late athletes — quite those with prolonged and flashy careers like Phelps’ — can continue to have remunerative endorsements for years.

In serve to his achievements in a pool, Phelps has also determined a substructure that teaches H2O safety, introduces kids to swimming and provides financial assistance for athletes. And USA Swimming wants him to stay on as an envoy and assistance it urge a attribute with timid swimmers.

“More and some-more what we see athletes do is qualification their bequest with brands prolonged before they retire,” pronounced Elizabeth Lindsey, a selling consultant during Wasserman. “Phelps has finished that with his substructure and by being some-more of a mentor. That sets a tinge that could be a height into retirement.”

Related: How Michael Phelps altered a business of swimming

But for all his success, he’s faced his share of scandals.

In 2004, he was arrested on DUI and condemned to 18 months probation.

In 2009, he lost a sponsorship understanding with Kellogg (K) and was dangling from rival swimming for 3 months after a print flush of him smoking from a bong.

He was again arrested for DUI in 2014, that was “telling,” according to Patrick Rishe, executive of a sports business module during Washington University in St. Louis.

“He wasn’t a immature male when this happened, and companies are going to be leery to deposit in someone creation those forms of mistakes as an adult,” Rishe told CNNMoney. “For any association perplexing to support to family values, slow videos of his dipsomaniac pushing detain and bong photos will make him reduction valuable.”

Related: This swimmer missed his shot during Rio. Now, he’s peddling coffee. Here’s why.

Other factors that could impact Phelps’ marketability are his imminent retirement and a fact that he’s been on a stage awhile. (Phelps has competed in 5 Olympic games.)

“He won’t have any consistent prominence [and] he’s not a new glossy apple a approach [swimmer] Katie Ledecky or [gymnast] Simone Biles are,” Rishe said.

Phelps has seemed contrite about a several scandals he’s faced, that could be redeeming, Rishe noted.

Lindsey pronounced a fact that Phelps attended rehab competence serve uncover that he’s perplexing to make a change, that could enthuse certainty from companies.

From a selling standpoint, Phelps does have several things going for him.

He’s a new father, that creates him some-more relatable and competence make consumers some-more forgiving of past transgressions.

He’s serve humanized by “his clever attribute with his mother, that played out on TV, and his struggles with his father,” according to Lindsey.

Related: Stunning underwater Olympics shots are now taken by robots

She also remarkable that brands who collect athletes only formed on their on-field accomplishments are firm to be unhappy — athletes get injured, quit, have bad seasons and retire.

With Phelps’ career clearly behind him, his bequest is sincerely plain in a pool. But brands should concentration on how their attribute with their athletes can continue outward of sports.

Rishe is assured Under Armour will mount by Phelps.

“Call it a hometown effect,” Rishe said. “[They’re] both formed in Baltimore, and with a long-standing attribute already in place, UA will have a faithfulness and turn of redemption towards Phelps a approach Nike did with Tiger Woods.”

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