Stars, money, and individual choice - Petter Northug

Scandinavia is the only region where there is enough money (including TV money) to create questions of individual vs team sponsorship/funding choices.  Of course, all athletes have some degree of choice within the context of a national team structure.  However, for most of the high profile events, athletes cannot participate outside this structure.  Worth noting here that if World Cup or Olympic events were reserved only for the best skiers (vs the best from each country), the bulk of the competitors would be made up of Norwegians, Swedes and Finns.
Here is an interesting article on the subject of individual choice relating to Petter Northug, the Norwegian star, and his desire to cash-in/make some income from his undeniable talent.
Petter Northug article from Faster Skier
Reportedly his deal with COOP, a direct competitor of an existing national team sponsor, is worth between $1.6 and $3.3 million (that is a wide range!).  While he may have demonstrated some character flaws, never a good thing from a sponsorship perspective, I don't think anyone can deny the right of an athlete to have some freedom of choice.  An athlete's career is relatively short.  Success brings with it questions and choices.