I heard somewhere that for every door that closes for those types celebs, several more open.. His "perceived value" just skyrocketed with the "in crowd" celebs, the R&B gang, the hipsters, young and powerful Hollywood, young web entrepreneurs, you name it.. Lots of folks, who'd otherwise not be interested in the young, white swimmer from suburbia, are now talking about him, reading about him, and learning more about him..
Imagine his new exposure, and the new line of sponsors from other markets (i.e. not cereal) that are going to line up to snatch up deals..
That $100mm will probably turn into 3-5xs that, not a bad ROI..