FILE- In this Dec. 10, 1984, file photo, Heisman Trophy winner Doug Flutie and entertainer Bob Hope hoist Olympic gymnast Mary Lou Retton off the ground during taping of Hope's upcoming Christmas special. A gold medal used to be the golden ticket for lucrative endorsements, but in the age of social media, athletes are making a name for themselves well ahead of time. (AP Photo/Reed Saxon, File)