Tom Daley is cashing in with DIY crochet kits while Paddy McGuinness flogs yoghurts - who are the discerning stars making prestige deals and who are the graspers desperate to make a quick buck?
Tom Daley, 31, had built himself a whole new brand in the time it takes to do a purl stitch, and what that meant for him was an influx of lucrative endorsement deals.