For top skaters, endorsement deals can be worth millions.
U.S. officials are boycotting the Games over accusations of human rights abuses in China, and companies have been pressured to pull out or speak up.
The winter games will be a net loss for China — at least economically.
Olympians, including Thompson-Herah, are sidestepping the rules by sharing behind-the-scenes content and more personal videos.
All the elements a host city needs can add up to tens of billions of dollars.
Karate, skateboarding, sport climbing, and surfing are joining the Olympic elite.
Will losing some of the spirit of the Games, including the cheers of fans, turn into a loss for companies?