If sponsors aren't getting the impressions from the U.S. viewership side, athletes can't maximize endorsement deals, said Edward Schauder, a sports attorney at law firm Phillips Nizer. Schauder has negotiated endorsement deals involving top athletes, including Tiger Woods and the 1980 U.S. Olympic hockey team. However, performance can trump ratings, and winning multiple gold medals would help overcome the low impressions as companies leverage iconic Olympic names long-term. "If you win gold medals like Mark Spitz, you will always be known," Schauder said. "You win 28 medals like Michael Phelps, you will always be known." This year, swimmer Caeleb Dressel, who won five gold medals in Tokyo, shined. He joined Spitz and Phelps to win at least five medals in one summer. And at $37,500 per gold medal, Dressel earned a six-figure payday. Dressel is already aligned with top sponsors, including Toyota and Coca-Cola, and made national media rounds on Tuesday after returning to the U.S.