BY Nigel Currie

Daley has at the age of just 13 beaten off a host of older and more experienced athletes to secure a major international title. He will now have to learn to deal with the pressures that come with such success. The media attention will be a challenge, but with media attention comes riches. The potential earnings for a phenomenon such as Daley are huge.

The financial rewards available purely from diving - like appearance fees and prize money - certainly do not come close to those from major sports such as football, motor racing, tennis and golf, but as celebrities become more popular as ambassadors and endorsers of companies and brands, Daley will join the ranks of highly marketable sporting stars.

Continued success could see him earning around £1 million a year from outside the sporting arena by the time he is 15.

He is competing in one of the key Olympic sports and with Beijing a few months away and the 2012 London Games set to dominate the national sporting agenda, he will be in huge demand.

With the right PR advice, Daley may discover that the streets of London really are paved with gold.

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