Wayde van Niekerk's glorious world record run in Rio will open doors for him as one of the highest earning sports man in the world. Wayde van Niekerk's glorious world record run in Rio has sparked much speculation about his colossal earning potential in years to come - and inspired a fake news report this week claiming he has signed a record endorsement deal for sportswear giants Nike, worth $30-million (R400-million) a year for the rest of his life.Make no mistake: the South African 400m ace is poised to become very rich, but no such contract has been signed, and he would have to match Usain Bolt's consistent brilliance over several years to net anything close to that every year.block_quotes_start Local appliance maker Defy and watchmaker Richard Mille are also backing Project Wayde block_quotes_endBolt's earnings have rocketed in the past year due to pre-Rio hype: he banked a gobsmacking $30-million, says Forbes, of which his track winnings were only $2.5-million.Bolt has contracts with 17 companies, including Puma, which stumps up the most to bask in his reflected glory - about $10-million a year.But Bolt is exceptional; he earns several times more than his leading peers in the athletics world. He delivers total supremacy on the track along with a spectacular physique and an exuberant, charismatic personality: an irresistible combination for global brands.Van Niekerk looks capable of dominating his event for several years to come (and perhaps even challenging Bolt over 200m).story_article_left1He is also extremely likeable, but his persona is much more restrained and humble than the Jamaican's, which may limit his commercial opportunities.Branding experts say a realistic estimate of his total annual earning potential is in the range between $2-million and $10-million, depending on his degree of consistent success on the Diamond League circuit and major contests.Akani Simbine is also on the inside track for big money - the sprinter's fifth place in the 100m final at only 22 suggests he will become a major star in athletics' blue-chip event. He also has the good looks that sponsors love.Van Niekerk is signed to In-Site, the South African sports management agency that used to count Oscar Pistorius among its clients. His agent, Peet van Zyl, did not respond to requests for comment this week, but lucrative deals are said to be in the offing.Banks, car brands and energy drink makers are likely to vie for his signature - and bumper local deals may contribute a sizeable chunk of his income.He already has global partnerships with credit-card company Visa, telecoms group T-Systems and Adidas. Local appliance maker Defy and watchmaker Richard Mille are also backing Project Wayde.And if he's savvy, he could begin investing in entrepreneurial ventures of his own. Fancy a can of Waydorade, anyone?..