Big dollars and big sponsorship. When the winner gets his/her mug on TV they should be able to thank those sponsors in a language that the viewing public understands.
Anyone who ever watched a NASCAR race has seen this done to perfection.
Not only are athletes expected to play their game but they are expected to attend sponsors functions and do PR work unrelated to their ability to play the game. "Money "is spelled in English!
That all being said the system sucks!