Rossmann is offering a reward associated with the 2028 Olympic Games.
A controversy has arisen regarding the compensation for German medal winners at the Paris Olympics, with many claiming that the 20,000 euros for a gold medal is inadequate. Drugstore chain Rossmann has chosen to take matters into its own hands and enhance the financial rewards for German athletes.
Starting from the 2028 Olympics in Los Angeles, German athletes will receive more financial compensation than ever before for their achievements. Rossmann intends to provide additional money for gold, silver, and bronze medals, in addition to the rewards from the German Sports Aid Foundation. The payouts will be 20,000 euros for first place, 15,000 euros for second place, and 10,000 euros for third place.
The amounts are calculated based on the payments from the German Sports Aid Foundation, with one notable exception: "If they win two medals, they will receive the reward twice! Teams will receive a flat rate of 100,000 euros per medal," the company announced.
"Elite sports should be rewarding, and it's not just the responsibility of the federal government, but also society in general! I hope that we can not only motivate athletes but also attract more supporters," said Raoul Rossmann, a spokesperson for the company's management in Lower Saxony.
Strong Criticism of Low Rewards
German athletes had criticised the existing compensation in Germany as insufficient during the Paris Summer Games. Swimming world champion Angelina Köhler, who finished fourth in the 100m butterfly in France, commented on a TV show: "It's unfair that people can win 50,000 euros on 'Summer House of the Stars' and athletes who win a gold medal at the Olympics only get 20,000 euros."
Two-time Olympic cycling champion Kristina Vogel also called for a higher reward: "I demand one million euros, tax-free, for Olympic champions! That would make a difference, you'd have ample financial security. It would also be an incentive to become a millionaire with an Olympic victory," the 33-year-old told the Bild newspaper. Vogel believes that the focus on performance is often lacking in German sports. "At the federal youth games, evaluations are abolished. So why should I perform? In music, you can sing, but the distance in shot put is not measured. Unbelievable!" said the eleven-time world champion.
Germany finished tenth in the medal table in Paris with 12 gold, 13 silver, and 8 bronze medals - its worst performance since reunification. The German Sports Aid Foundation has awarded a total of 1.6 million euros to the Olympic athletes who finished in the top eight. The rewards, which are privately-generated without public funding, will be paid out over the next twelve months and are subject to tax.
Other companies might consider following Rossmann's lead in enhancing athletes' financial rewards. Critics argue that the disparity between reality TV show winnings and Olympic medal rewards is unfair.
